We’ve worked with McDonald’s for over 15 years targeting Asian consumers. To create awareness within our 2nd generation Asian audience for McDonald’s new chicken products, we were asked to position McDonald’s as the destination for Buttermilk Crispy Chicken Tenders and Glazed Chicken Tenders. But, Asian consumers are discerning when it comes to chicken, even though it’s a big part of their diet.
So, we presented chicken as a comfort food from grandma, who is often the source of comfort food. The Chicken Tenders campaign was scheduled as a 5-week campaign to promote the products, but by the 3rd week, all inventories were SOLD OUT nationally and the campaign had to end earlier, due to key ingredient availability. We think that’s a pretty good problem to have.