McDo chicken goes Chick-A-Boom with TBWA Belgium

McDonald’s Belgium is steadily expanding its chicken range. With the new Chick-A-Boom campaign, launched by TBWA, the focus is firmly on product quality, and above all, on the spectacular taste experience.

What all four of McDo’s new chicken products have in common is an incredible flavour. Yes, McDo chicken tastes different. These are not bland chicken bites, this is chicken that does something to you, unexpectedly, intensely delicious. It was from that insight that TBWA created Chick-A-Boom, McDonald’s new chicken platform. McDonald’s chicken gives you a kind of braingasm - something crackles in your head. Seriously tasty chicken. After that first bite, you’re somewhere else for a moment, and it’s one hell of a rush.

The campaign builds on the mental fireworks you feel after the first bite and translates them into exploding burgers. These key visuals appear across OOH and social media, as well as in the packshots of the TV spots, both static and in motion.

In the three TV commercials, we see what that first bite of McDo chicken makes you feel, and that is, well, Chick-A-Boom: the unsuspecting taster suddenly finds themselves at the heart of a Hollywood-style food explosion.

For the films, TBWA teamed up with Prague-based director Marek Partys (Lovo). The outstanding quality of all the food shots is the result of a combination of photography and CGI. For this, TBWA and its in-house production company Make collaborated with Studio Wauters (Brussels) and Alien Studio (Slovakia).

McDonald’s did not rush into its chicken offensive. It is introducing four new products featuring crispy, spicy or juicy chicken.

The McCrispy® delivers a rich flavour combination with a crispy chicken fillet, creamy cheddar, fresh iceberg lettuce and delicious pepper mayo, served on a soft bun.

For those who like a spicy twist, there is the McCrispy® Sriracha. It combines a crunchy chicken fillet with two strips of crispy bacon, fresh batavia lettuce, red onion and pickles, finished with a flavourful, spicy sriracha mayo.

Also new are the Spicy Chicken McNuggets®, a dangerously spicy twist on the all-time-favourite Chicken McNuggets®.

And McDo is also introducing a new large wrap: the Chicken McWrap® is filled with crispy, juicy chicken, creamy cheddar, iceberg lettuce, red onion, a crispy strip of bacon and a smooth pepper mayo. The ideal lunch.