McDonald’s HK showcases juiciness of its fried chicken in new campaign

McDonald’s Hong Kong has launched a campaign with online and OOH ads to celebrate its iconic fried chicken offerings. 

Aimed at celebrating the “International Fried Chicken Day” on 6 July, the campaign includes key visuals and a video to showcase its fried chicken items encompassing waterfalls and rivers, demonstrating the juiciness of McDonald’s Hong Kong’s offerings. As Hongkongers prefer juiciness to crispiness when it comes to fried chicken, McDonald’s Hong Kong also renamed the day to “International Juicy Chicken Day”. 

According to an online survey conducted by DDB Group Hong Kong in June, Hongkongers care greatly about the juiciness of fried chicken, with 71% of the 226 respondents rating it as the product’s most important and appealing attribute.

“This campaign showcases the magic of McDonald’s Hong Kong’s fried chicken by dramatising its juiciness, which we know matters a lot to Hong Kong consumers. We hope this will be the first of many ‘International Juicy Chicken Days’ to come,” said Andreas Krasser, CEO of DDB Group Hong Kong.

The campaign will run until mid-July. In recent years, McDonald’s Hong Kong has strengthened its fried chicken offerings with the permanent addition of McWings with more than 60 million McWings sold in a year. The Bone-in-Chicken was also added to Hong Kong’s menu, with about 10 million being sold in the first four months since its launch late last year.

Agency: DDB Group Hong Kong

VP regional director, DDB Asia: Peter Rodenbeck

Chief executive officer: Andreas Krasser

Group business director: Maggie Cheung

Associate strategy director: Garron Chiu

Executive creative directors: Frankie Fung, Jamal Hamidi, Marco Lam

Creative team: Tony Cheung, Iker Lin, Poppy Yeung, Roden Chau, Ellen Wong, Man Chiu Chan, Jayden Wong

Account team: Jim Leung and Carrie Yip

Photography and visual production: Ray Man Photography

Media agency: OMD

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