McDonald’s McWings

1:1 Creativity

Campaigns

Comms Strategy

Challenge

McDonald’s was launching their new McWings® in Australia. They wanted to be seen as the destination for chicken wings. But they were up against some serious finger-lickin’ competition. So, they asked us to team up with the McDonald’s agency village to ruffle some feathers.

Insight

In Australia, Macca’s fans fall into two tribes: Chicken Lovers and Beef Eaters. Chicken Lovers already trusted Macca’s with their nugg needs. But for Beef Eaters, McWings® presented a never-before-seen combo: crispy, spicy wings alongside the famous Big Mac.

Chicken Lovers vs Beef Eaters: Tailoring McWings® messaging to Macca’s biggest fans

The introduction of McWings® to the menu was hailed as the dawn of Peak Chicken. We created tailored CRM content based on customer preferences for either beef or chicken.

The message? Elevate your go-to order. Give it wings.

We rolled out a three-phase messaging plan to build hype, drive orders, and keep momentum sizzling.

Pre-launch
We teased the launch with secret codes to spark juicy intrigue. Chicken Superfans received an exclusive invite to be among the first to try them.

Launch
We dropped the news at peak craving hours. Two dipping sauces made sure these wings landed with flair.

Post-launch
We encouraged Chicken Lovers to pair McWings® with their go-to chicken burger and fries.
For Beef Eaters, it was all about turning their beef burger and fries into a full-blown feast.

Impact
This tailored, data-driven approach helped lift guest count by 1.3% on day one and tracked 50% above initial sales projections by week one. The campaign was so successful, we had to taper our message frequency to stop the wings from flying off the shelves.

10.9%

overall system growth
9%

sales lift on day one
50%

higher sales than projected estimates