TBWA\Zurich relies on memes for McDonald's chicken offer
McDonald's customers like chicken, so the range is being expanded. Thanks to TBWA\Zurich, McDonald's has launched its first national meme campaign.
The CBO is back at McDonald's and the Chicken Caprese, the McWrap Grilled Chicken and the Caeser Salad Grilled Chicken are also new on the menu. The chicken novelties and classics are promoted with memes - familiar from the web. Football fans use them to comment on matches, cineastes on blockbusters, and now chicken lovers on their favorite products. With its TBWA\Zurich campaign, McDonald's is the first company in Switzerland to use memes on a large scale. Even on posters.
While memes were previously used as a special kind of Internet humor, they are now surprisingly in use for products. TBWA\Zurich wants to make internet pop culture presentable and realized posters, online and POS advertising material. The campaign has been on air since the beginning of June.
https://www.youtube.com/watch?v=/kdsLtIdd5-c
https://www.youtube.com/watch?v=/iIjLpErl7mQ
https://www.youtube.com/watch?v=/07jSmVnnADk
https://www.youtube.com/watch?v=/wa1WI40GaqM
https://www.youtube.com/watch?v=/eb1OP72X1G8
https://www.youtube.com/watch?v=/JKvwo1_TH74
Responsible at McDonald's Switzerland: Aglaë Strachwitz (Food & Experience Marketing Manager), Severine Caspard (Senior Marketing Consultant). Responsible at TBWA\Zurich: Bruce Roberts, Manuel Wenzel, Tizian Walti, Angelo Sciullo, Silke Erschbaumer, Sabine Grossmann, Gaston Filippo (creation), Danijel Sljivo, Martin Schlatter, Sonja Cuonz (consulting), Tobias Jean (digital), Agnes Meier, Toni Rubera, Martin Baumann (production).
