McDonald's Germany is always spot on
McDonald's Germany strengthens their chicken segment with a new national campaign.
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With Immer Goldrichtig McDonald's Germany is, for the first time, creating an overarching framework for its chicken portfolio, underlining the segment’s competitive relevance.
Following attention-grabbing burger promotions earlier this year, the new platform represents a further step in differentiating the company’s product portfolio and sharpening its brand positioning. The nationwide 360-degree campaign is conceived and led by the company’s agency of record, Scholz & Friends.
The promotion kicks off with the Chicken & Waffle, alongside the launch of the McCrispy Korean Style. Starting at the end of February, the McWrap Caesar Bacon will join the lineup, followed later by the McCrispy Caesar Bacon. Exclusively available through the app, the Chicken Chicken Stack will also be introduced, replacing the classic bun with double chicken patties, filled with bacon and cheddar.
Credits
View on- Agency Scholz & Friends/Hamburg
- Production Company Cobblestone Filmproduktion
- Director James F Coton
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Credits
View on- Agency Scholz & Friends/Hamburg
- Production Company Cobblestone Filmproduktion
- Director James F Coton
- Managing Partner/Executive Producer Philipp Schmalriede
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Scholz & Friends/Hamburg
- Production Company Cobblestone Filmproduktion
- Director James F Coton
- Managing Partner/Executive Producer Philipp Schmalriede
The TV commercial was produced by Cobblestone and directed by James F. Coton, a director known for his dynamic visual storytelling and fluid camera movements that blend performance and product imagery into distinctive cinematic compositions. Rather than relying on explanatory dialogue, the spot focuses on visual storytelling, portraying a range of lifestyles, from a lakeside countryside to an urban street scene. The aim is to position chicken as a versatile companion for a wide variety of everyday occasions.
With this initiative, the company responds to the growing relevance of poultry products in the quick-service market. Chicken increasingly represents flavour variety, international influences and contemporary consumption occasions, qualities that McDonald’s is now amplifying through emotional storytelling. At the heart of the campaign are everyday moments where enjoyment and togetherness come naturally. The core message: there are moments when everything simply feels right, and chicken is part of them.
Philipp Schmalriede, Executive Producer and Managing Partner at Cobblestone points out: “The collaboration between all departments was exceptionally constructive from the very beginning. Especially the teamwork with Blump Studio from Paris deserves a special thanks, who made a significant contribution to the overall success of the project with their expertise and dedication and fast turnarounds.“
The communications rollout spans multiple channels, including TV, online, social media, audio, PR, influencer activations, and high-impact special placements in out-of-home environments nationwide.
