2023 Winner

CASE SUMMARY

In Canada, the competition in the chicken sandwich market has been intense for years. Even non-traditional brands such as pizza and ice cream makers have entered the fray. McDonald's, however, found itself in an unusual position as it prepared to launch its own "McCrispy" chicken sandwich in August 2022. Late to the party, it needed to generate excitement and stand out in a crowded marketplace.

To accomplish this, the company targeted a specific group: people with the first name Chris and a last initial that sounded like "crispy." These "Chris P" experts were invited to try and certify the McCrispy sandwich in a secret focus group. McDonald's social media person relentlessly pursued potential experts on Twitter and Instagram, vetting countless name and handle changes to ensure the validity of each recruit.

On launch day, hundreds of Chris Ps were given special delivery codes to try the sandwich and share their approval on social media. With a production and media budget of $0, the campaign generated 2.1K social conversations, 1.2M campaign reach, 454K impressions, and 11K engagements in just four days. Sales surpassed expectations by 70%, and the McCrispy sandwich was officially certified by those who mattered most: the Chris Ps.

Thanks to this innovative approach, McDonald's successfully launched the McCrispy sandwich and stood out in a saturated market.

Credits

Executive Creative Director: Jason Hill
Group Creative Director: Alex Gadoua
Associate Creative Director: Jason Soy
Associate Creative Director: Zuheir Kotob
Copywriter: Celine Campbell, Michael Murray
Art Director: Todd McMackon
VP, Strategic Planning: Amy Badun
Sr. Strategy Director: Geoff Gingerich
Senior Content Strategist: Kat Kleon
Senior Social Media Manager: Celine Campbell
Business Director: Anjelica Kapetanos
Account Supervisor: Alison Still
Account Executive: Rachel Edelmeier
Lead Business Director (QC): Vanessa Audigand
Account Director (QC): Natalie Azoulay
Account Advisor (QC): Victoria Boyer
Producer: Lindsay Hann