CHICKEN SELECTS

McDonald’s was lagging behind taste and quality perceptions versus 'chicken specialists' such as KFC and Nando's. Therefore, the golden arches were not in consumers’ minds when looking for a chicken meal. But we couldn't blame them. Although Chicken Selects had been on the menu for five years, they never had any communication support outside the restaurants, so not a lot of people knew about them yet.

We knew that people who had tried the product loved the taste of Chicken Selects, and although they wouldn't admit this, we knew once they had tasted them, they realised that Chicken Selects are too good, too yummy and too few to be handed out liberally. They come in a box of 3 or 5, but everyone prefers to eat them all. This is precisely what led us to the strategic proposition: Chicken Selects are ‘Too good to share’, which we also used as the creative platform to create a multimedia campaign which include  TV, radio, OHH, digital and social media. 

Over the campaign period, Chicken Selects grew 54% YoY and were strongly incremental at 57%. The work was highly successful from an IPSOS standpoint, with TV recognition being described as ‘exceptional’ (53% vs IPSOS norm of 32%). That's why McDonald's decided to re-hit ‘Too good to share’ campaign this year.