McDonald's tests Chicken Selects

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McDonald's Corp. is rolling a new chicken product, Chicken Selects, into the New York tri-state region with local ads breaking Sept. 5 The product -- an upscale McNugget -- is a white-meat, seasoned, boneless strip sold in packs of four, seven or 14 pieces, and as value meals and Happy Meals. Point-of-purchase materials describe it as "crispy, tender cuts of whole breast chicken." TV, radio and outdoor ads support. Arnold Communications, New York, handles the launch with creative from Leo Burnett USA, Chicago.

Copyright September 1997, Crain Communications Inc.

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