DDB Australia

Client: McDonald's Australia
Product: McDonald's McChicken
Title: McChicken The Middle Child
Media: OMD
Country: Australia
Date Of Campaign: July 2022

Background: It started with a national outrage on twitter when fans realised we’d left McChicken off a tweet celebrating our legendary burgers. Revealing that we've been forgetting about McChicken for decades. Overshadowed by its siblings Big Mac and Cheeseburger, McChicken is the middle child of the Macca’s menu.

Idea: To make up for our colossal mistake, we launched a campaign that put McChicken, and mid kids in the spotlight. Starting on social and quickly making national headlines, our campaign empowered hundreds of mid kids to share their childhood trauma and cement McChicken in culture as the hero of middle children everywhere.

Results: Love for the McChicken increased by 90%Organic reach doubled to 100,000Fan engagement increased by 4.3%