McDonald's: #3BitesChallenge

McDonald's, the fast food franchise, created a #3biteschallenge to promote its improved McChicken product in Malaysia.

Agency: Leo Burnett / Arc Worldwide Malaysia

Campaign Strategy

How do you communicate new news of 20% bigger patty to Millenials?

The McChicken, an all-time classic McDonald's Malaysia menu item has stayed true to its product build since the day we open our doors back in 1982. But In Nov 2016, it was due for an upgrade with a 20% bigger patty and 100% chicken breast meat.

We needed to create a campaign to announce this new bigger patty size, and launch the product to a millennial target group.

But how do you communicate a bigger patty size to...

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