mcDonald's
BONE IN CHICKEN

McDonald’s Vietnam plannedto launch the first Bone in chicken in this year – the biggestcampaign of McD. Upon the result from 1st FGD test, the communication for BIC

is “Dai thịt, giòn da – Ngoài thơm, trong thấm” (firm meat, crispy skin– great aroma outside, well-marinated (meat) inside).

“Firm meat, crispy skin – great aroma outside, well-marinated meat” is quite long to remember.

Well-marinated meat is still the key differentiator & crispy skin is category standard

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Besides, “The oregano leaves is Unique recipe” to makes the taste of McDonald's chicken even more special

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‍Human touch of our original concept to show product delicious when people enjoy it . In the layout we can see someone is tearing a chicken breast and that action opens for lots of things and emotion. Fried chicken is shot from perspective top view to expose the juicy meat inside. The crumbs are flying around because of that action, showing the crispiness of the skin. At the same time, from where the meat is exposed, we see the oregano leaves and spices flying out, showcasing our special and exclusive recipe, which is confirmed strongly and boldly with the stamp just right below.

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