McDonald's MY drops saucy limited-edition parka

McDonald's Malaysia has dropped limited-edition parkas as part of its "#McDDoDaDip Chicken McNuggets" campaign. The campaign, which is in its second year this year, aims to generate excitement around the launch of its brand-new creamy lobster sauce and the return of its french cheese sauce, said McDonald's Malaysia when A+M reached out.

Additionally, the brand aims to expand its Chicken McNuggets consumer base, particularly among its primary target audience – Gen Z.

With only 100 pieces available at 10 McDonald's outlets across the country, fans can redeem a free parka by ordering two sets of 20-piece Chicken McNuggets ala carte. Fans must also be the first 100 to queue at the selected McDonald's outlets. The selected outlets are McDonald's Alor Mengkudu, McDonald's Jalan Sultan Azlan Shah, McDonald's Greenlane DT, McDonald's Subang DT, McDonald's Bukit Bintang, McDonald's Putra Nilai DT, McDonald's Taman Buaya DT, McDonald's Segamat, McDonald's Beverly Hills DT and McDonald's Sibu. 

Don't miss: Why a clothing drop might just be the boost for your non-fashion brand needs

The parka, which comes in black, features two McNuggets on the front, the McDonald's golden arch on the hood, and the various dips available at the fast-food restaurant down the back. The text 'Do a dip' is also seen on the back of the parka. 

In addition, McDonald's Malaysia has teamed up with influencers Michie Lam, Sam Wong, Anthony Ng and Anson Yew for the drop. The influencers are each seen wearing the limited-edition parka and eating McNuggets in their reels. 

"#McDDoDaDip Chicken McNuggets" was brought to life through Leo Burnett which handled the creative aspects, OMD Malaysia which managed media planning, and C27 which oversaw social media strategies.

“We’re excited to bring back the #McDDoDaDip campaign again this year, but with an even tastier addition – our new creamy lobster sauce. At McDonald’s, we love surprising Malaysians with unexpected flavours and a whole lot of fun. Our McNuggets embody the joy of sharing great food and great moments for all, and the creamy lobster sauce tops it off with taste excitement. Even better, we created buzz with the new limited-edition #McDDoDaDip parka jacket," said Melati Abdul Hai, vice president and chief marketing officer, McDonald's Malaysia.

"Last year’s hoodie was a total hit, so we’ve upped the game with an even cooler garment and design. It’s all about celebrating the bold, vibrant Gen Z spirit, and we can’t wait to see everyone who succeeded in getting one, rocking their new parkas, and dipping those nuggets," she added. 

This isn't McDonald's first foray into clothing. In November last year, McDonald's collaborated with footwear brand Crocs to release a McDonald's branded clogs. 

The limited-edition collection featured the brand's mascots Grimace, Birdie and Hamburglar reimagined as Crocs. It also featured a red pair paying homage to the brand's colours. 

The collection also featured themed charms, also known as Jibbitz, that are unique to McDonald's. 

McDonald's is not the only food brand to release a fashion collab. In recent times, there is a noticeable trend of food brands releasing fashion pieces and collections. One such example is the release of specially designed 'HuatWear' shorts by KFC for Lunar New Year this year. 

In conversation with A+M earlier this February, Rebecca Nadilo, managing director of Iris, said the move into fashion is an effective way for brands to branch into new channels. "Fashion is just another channel or other way for brands to add meaning to or be part of their customers lives," said Nadilo earlier this year. 

In addition, limited-edition fashion pieces can strengthen a brand and strengthen its relationship with consumers, simply by banking on exclusivity. "Limited edition drops play beautifully on scarcity - the less there is, the more people want it," added Nadilo. "As a result, for those customers who do want to get their brands on a new drop, they feel special and 'seen' by that brand." 

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