What to get at McDonald's? Chicken!
When one thinks about McDonald's, it’s mainly about their beef burgers, not their chicken. Yet half their menu actually consists of chicken products. So McDonald’s wants to create more awareness around their chicken products in a campaign that would nudge their loyal beef eaters to try chicken for a change. People tend to stick with routines. But it's the small changes which makes us excited and inspired. It’s the small changes which can make a big difference in how we feel. Suddenly, we discover our “secret” inner excitement and pride – the exact feeling our campaign celebrates.