TBWA\Zurich turns McDonald's into a chicken destination

McDonald's is primarily associated with products such as Big Macs, cheeseburgers and fries. In order to position the fast food restaurant more strongly as a chicken destination, TBWA\Zurich is relaunching the McDonald's global brand: the burger roaster is becoming the specialist for chicken - not only on all advertising channels, but above all at 183 locations in Switzerland.

The rebranding is implemented consistently: The employees wear the new CI on their new uniforms, including the Chicken logo on the chest. On the illuminated menu above the counter: only Chicken products. Two McDonald's restaurants in Zurich and Geneva underwent a complete rebranding and opened on March 4, 2025 for all chicken lovers.

McDonald's CEO Lara Skripitsky greets the old and new chicken fans on the tray with a statement: "Dear Chicken Lovers, this is for you. Crispy, spicy or juicy - sometimes it just has to be chicken. That's why we serve you chicken in our 183 restaurants for chicken lovers throughout Switzerland."

Television also switches to chicken: Under the claim "The Place for Chicken Lovers", TBWA\Zurich celebrates the opening of a new restaurant and guides viewers through the selection of chicken specialties in an entertaining way. As sound branding, the jingle "Da-da-da-da-daaa" is given a "chicken-iesque" touch. The McDonald's lettering rises into the sky with the new chicken emblem. The film was realized with the directing duo Giger Brothers and Stories.

In addition, opening posters for the rebranding are being used in (D)OOH, and the story is being told digitally and on social media in numerous videos.

Responsible at McDonald's Switzerland: Kat Howcraft, Severine Caspard, Dana Canizares. Responsible at TBWA\Zurich: Manuel Wenzel, Sabrina Brandenburger, Mark Taylor, Monelle A. Kanza, Mathias Bart, Davide Schenker, Gvozden Milosevic, Patrick Milles, Kinga Hadobas, Marion Schwager. Responsible at ViDo VideoStefanie Bollag Bereiter, Domenico Catena, Fabrice Studer, Nicolao Negrello. Film production: Stories, Giger Brothers.