1. McDonald’s Board
McDonald’s new McCrispy Chicken Fillet
wanted to take a peck at the chicken
segment in the Quick Service Restaurant
category. It went for a walk right through
the key entertainment section of the
UAE’s major paper for Asian expats.
Bright yellow chicken footprints ran from the
front page through to the back page of City
Times, right over the editorial content. Other
advertising was stripped out of the edition to
give standout.
Sales were significantly ahead of target and
up more than 100% on predictions at some
restaurants. Ad recall was 100% the day after
the advert ran.