In the main spot, Cox touts the sandwich as being “from the maker of the world’s most stolen fries,” and mentions how the chain offers extra napkins while showing people eating Quarter Pounders. He also says the new chicken sandwich comes “from the creators of a sandwich phenomenon,” a reference not to this sandwich, but to the cult-favorite McRib.
The campaign gives viewers a closer look at the three types of chicken sandwiches—classic, spicy and deluxe—building upon social media mentions McDonald’s has used to tease their arrival. It follows the $5 sneaker style merch “drop” on CHKNDrop.com on Feb. 18 that hyped the launch with swag such as hoodies and almost instantly sold out.
"The excitement we’re seeing from customers, restaurant crew members and our franchisees around this new sandwich has been incredible, and that energy is definitely reflected in our advertising," Jennifer Healan, McDonald's VP of U.S. marketing, brand content and engagement, said in a statement.
The sandwich officially debuted on Feb. 24, joining a seemingly never-ending list of fried chicken sandwich news. Recent additions to chain lineups included overhauled sandwiches from Wendy’s and KFC following the 2019 phenomenon of Popeyes’ chicken sandwich launch. Taco Bell — a Yum Brands sibling to KFC — announced this week that it's testing a crispy chicken sandwich taco in Nashville and Charlotte, North Carolina, starting in March, with plans for a nationwide debut later in the year. And Church’s Chicken rolled out new Texas tenders in late January.
McDonald’s agencies working on the drop and launch include Wieden & Kennedy New York and Callen on advertising, Publicis Groupe on digital marketing, OMD on paid media, TMS on retail, Boxer on brand packaging, Alma on additional marketing support and Golin, Burrell, Boden, IW Group and Lee Street on communications.