Grandma is back, in all her irreverent glory, for McDonald's newest chicken

We Are Unlimited brings Marianne back for more straight talk

Published On
Aug 27, 2018

Editor's Pick

Last year, Omnicom's dedicated McDonald's shop We Are Unlimited created a sassy, salty-mouthed grandmother character to pitch the fast feeder's Buttermilk Crispy Tenders. This thoroughly modern meemaw likes virtual reality, massages and hot dudes.

Now Grandma Marianne is back, in a new series of spots directed by O-Positive's Brian Billow promoting the next chicken tenders from McDonald's, Sweet N' Spicy Honey Barbecue. Like the latest flavor, she's complex and multi-layered--sweet like an experienced homemaker and matriarch, but also spicy, like the kind of woman who would invite her friends over to stare at the gardener.

Shorter spots for social media see Marianne answering questions from fans who need insight from a professional grandma. She dispenses guidance about tailgating and football, as well as taking a vacation and the right presents to get your grandparents.

In addition to TV and social media, spots are running in radio placements, and the Snappables game "Glaze Craze," played using Snapchat lenses, lets fans compete to coat the most chicken wings with the newest sauce.

Credits

Date
Aug 27, 2018
Brand:
McDonald's
VP Marketing & Branded Content:
Kenny Mitchell
Senior Director of Marketing:
Julie Wenger
Director of Marketing:
Michael Joiner
Brand Manager:
Ivonne Loza
Brand Supervisor:
Luci Ramos-martell
Brand Manager Social Content & Engagement:
Emily Charron
Brand Supervisor Social Content & Engagement:
Faizan Tahir
Marketing Operations:
Keishon Williams
Chief Creative Officer:
Ari Weiss
Chief Creative Officer:
Toygar Bazarkaya
Executive Creative Director:
John Hansa
Creative Director:
Josh Mizrachi
Creative Director:
Jimmy Dietzen
Senior Copywriter:
Sarah Uchison
Senior Art Director:
Emily Walton
Co-Head Account Management:
Melanie Behling
Account Supervisor:
Taylor Knowles
Account Executive:
Jessa Gianotti
Chief Strategy Officer:
James Lou
Senior Narrative Strategist:
Kevin Bynoe
Executive Producer:
Tom Cronin
Producer:
Nikki Calabrese
Integrated Producer:
Rivetta Goodrich
Production Company:
O Positive
Director:
Brian Billow
Executive Producer:
Ralph Laucella
Executive Producer:
Mark Grill
UPM:
Grayson Bithell
Editorial:
Cutters
Editor:
Grant Gustafson
Executive Producer:
Patrick Casey
Audio Post:
Another Country
Producer:
Tim Konn
Audio Engineer:
Peter Erasmus
Finish House:
Flavor
Flame Artist:
Brian Higgins
Producer:
Bruce Rindler
Color House:
Framestore
Colorist:
Maria Carretero
Producer:
Meg Miller

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Project Type
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