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.