McDonald’s Promotes ‘Too Good To Share’ Chicken Selects Offering With Dedicated Campaign

McDonald’s has created a campaign specifically for its Chicken Selects offering, which runs across cinema, TV, Out-of- Home (OOH), press, social and online, across the UK and the Republic of Ireland.

This is the first time that Chicken Selects has received above-the- line (ATL) support since its launch in 2007 and furthermore, that a permanent menu item has been supported by a 60-second ad.

Created by agency Leo Burnett London, the campaign breaks in cinemas, with a 60-second spot, and then on TV, with a 30-second spot. Both run for six weeks. Alongside these, social and display ads run for five weeks and OOH ads for two weeks.

In the ad, we see two acquaintances get stuck in a lift within a high-rise office building. They quickly become friends – sharing everything from shoes and music to sad memories and life stories. But when their rescuers offer them some food, with a promise that it won’t be long before the lift is fixed, it turns out that McDonald’s Chicken Selects are just too good to share. Their friendship ends just as quickly as it started.

According to Marco Ruggeri, Senior Brand Manager at McDonald’s, “We know people love the taste and quality of Chicken Selects, and we know people don’t like to share the food they love.

“This is precisely what led us to the idea that Chicken Selects are ‘Too good to share’ – with the TV end line, ‘Get your own’.”

“The brief was to drive awareness and understanding of McDonald’s tasty and quality chicken offering,” explains Leo Burnett London’s Victoria Reiz, Account Board Director. “We chose to take a gently humorous approach via the notion that Chicken Selects are too good to share.”