McDonald’s Canada welcomes the official Chicken Big Mac
3/17/2023
Work
by
Cossette
After a long wait, McDonald’s Canada introduced the Chicken Big Mac on Tuesday, March 7, 2023. Canadians can now sink their teeth into this new menu item, which puts a chicken twist on the legendary Big Mac®.
We know that Canadians have been hacking the Chicken Big Mac in creative ways over the years, eager to get their hands on the real thing. To these guests, we love your passion and your hacking days are officially behind you—the Chicken Big Mac is finally here. But it’s only for a limited time, so try it while you can.
Alyssa Buetikofer, Chief Marketing Officer, McDonald’s Canada
Over the years, hacking the menu has become part of the McDonald’s experience—but one of these creations in particular really stood out to us. We uncovered how, for as long as they’ve loved Big Macs, McDonald’s fans have been trying to perfect their own chicken versions. This campaign is our way of celebrating our audience by acknowledging that McDonald’s Canada didn’t really invent the Chicken Big Mac—they just made it official.
Dan Cameron, VP, Strategy, Cossette
In partnership with Cossette, McDonald’s Canada is leveraging a combination of television spots, OLV, paid social (Facebook, Instagram, TikTok, Snapchat, and Twitter), organic social, owned channels (web, CRM and the app), OOH, and digital banners to surprise and delight chicken lovers with the much anticipated arrival of the new sandwich.
Credits
Client: McDonald’s Canada
Chief marketing officer: Alyssa Buetikofer
Marketing director, brand strategy: Rebecca Smart
Senior marketing manager: Jamie Bone
Marketing manager: Robyn Van Driel
Marketing specialist: Christian Siblall
Manager, Social Lead & Brand: Fatma Othman
Marketing consultant: Monica Mejia
Regional marketing supervisor: Suzanne Grondin
Creative agency: Cossette
Executive creative director: Jason Hill
Associate creative directors: Matt Smith, Scott Tavener
Copywriter: Ben Bousada
Art director: Todd McMackon
VP, Managing director: Bryden McDonald
Business director: Adam Eliesen
Account supervisor: Alison Still
Account executive: Rachel Edelmeier
Producer: Lorrie Zwer
Content creator: Christine Boachie
VP, Strategy: Dan Cameron
Strategy director: Nicole Stanhope
Senior content strategist: Kat Kleon
Strategist: Stephen Pace
Product owner: Laurence Veillette
Product director: Natalie Azoulay
Production house: Soft Citizen
Director: Tucker Bliss
Managing partner and executive producer: Eva Preger
Executive producer and chair of paleontology: Dr. Link York
Executive producer and head of production: Rob Burns
Producer: Chris Boddy,
Production manager: Alan Kuipers
Offline: Saints Editorial
Editor: Stephen Sora
Assistant editor: Mathew White
Executive producer: Michelle Rich
Colour & Finishing: The Vanity
Senior colourist: Andrew Exworth
Senior VFX artist: Michael Medeiros
Executive producer: Katie Methot
Audio: Grayson Music
Creative director: Mark Domitric
Audio engineer: Eric Hulme
Senior producer: Sharon Yokoyama
Media agency: OMD
Associate director of strategy: Kyla Ames
Senior strategist: Mikayla Smith
PR agency: Weber Shandwick
Director, Integrated media: Milena D’Agostino
Senior manager: Jesica Mikkila