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Mc donald's%20board

UM Dubai
UM Dubai

McDonald's launched a new chicken product called McCrispy Chicken Fillet in the UAE. To promote it, McDonald's ran chicken footprints as an advertisement through an entire issue of City Times, an expat newspaper, standing out from other ads. The unconventional advertisement was extremely effective, driving over 100% sales increases in some restaurants and achieving 100% recall the following day.

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McDonalds Board McDonalds new McCrispy Chicken Fillet wanted to take a peck at the chicken segment in the Quick Service Restaurant category. It went for a walk right through the key entertainment section of the UAEs major paper for Asian expats. Bright yellow chicken footprints ran from the front page through to the back page of City Times, right over the editorial content. Other advertising was stripped out of the edition to give standout. Sales were signi鍖cantly ahead of target and up more than 100% on predictions at some restaurants. Ad recall was 100% the day after the advert ran.

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Mc donald's%20board

  • 1. McDonalds Board McDonalds new McCrispy Chicken Fillet wanted to take a peck at the chicken segment in the Quick Service Restaurant category. It went for a walk right through the key entertainment section of the UAEs major paper for Asian expats. Bright yellow chicken footprints ran from the front page through to the back page of City Times, right over the editorial content. Other advertising was stripped out of the edition to give standout. Sales were signi鍖cantly ahead of target and up more than 100% on predictions at some restaurants. Ad recall was 100% the day after the advert ran.