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.