Launching the McCripsy
It’s juicy. It’s saucy. It’s our biggest launch yet.
While there’s nothing like a Big Mac or Angus Burger, the world is also leaning towards flavoursome and succulent chicken. McDonald’s answered with the McCrispy. A juicy, 100% Aussie chicken breast with fresh lettuce and brand new signature sauce served with a soft, glazed bun. It’s not often that a new item is added to the core menu, so the launch of the McCrispy was definitely something worth celebrating.
The McCrispy campaign was the biggest launch of a new product to date. To elevate excitement at point of
purchase and prompt customers to try the McCrispy, we worked in synergy with the wider launch campaign
and tailored the customer journey in every McDonald’s restaurant.
THE RESULTS?
With screens teasing appetites with larger than life flavours and meal suggestions, the McCrispy became an icon immediately, with many customers loving that it’s here to stay. With a cohesive campaign, we saw McCrispy awareness exploding, as 1 in 2 customers were making a special trip to try the new burger. Since launch, Macca’s chicken sales have reached a new high of 27.6%, starting to put a stake in the ground as a leader in chicken innovation.