McDonald’s Crispy Chicken Sandwich

Influencer & Social Campaign | Gen Z Multicultural Audiences

McDonald’s launched the Crispy Chicken Sandwich into a crowded, fast-moving category where attention is fleeting and cultural relevance matters more than traditional advertising—especially with Gen Z audiences.

Objective

Drive relevance and demand for the Crispy Chicken Sandwich among Gen Z multicultural consumers by making the product feel personal, culturally present, and part of everyday life—not an ad.

Strategy

The campaign centered on storytelling through creators rather than overt promotion. Instead of pushing product features, we focused on high-impact, relatable moments that naturally triggered cravings and emotional connection. TikTok creators were selected for their ability to authentically integrate the sandwich into real-life routines and narratives their audiences already trusted.

Execution

• Partnered with TikTok influencers across multicultural Gen Z segments

• Developed creator-led storylines that embedded the Crispy Chicken Sandwich into everyday moments

• Activated both organic and paid influencer content to extend reach while preserving authenticity

• Integrated digital accelerators to amplify performance and maintain momentum beyond initial posts

Outcome

The campaign successfully positioned the Crispy Chicken Sandwich as culturally relevant and personally relatable, driving engagement through storytelling that felt native to the platform and audience—rather than interruptive advertising.