The Challenge
McDonald’s had a strong chicken offering but was barely associated with it in Switzerland. Only 30% of people in Switzerland linked McDonald’s with good chicken. Despite years of product launches and communication efforts, the perception remained weak and sales stagnated. Over decades, no chicken promotion and no launch of new chicken products were able to change that.
The Solution
The creative lead idea approached the rebranding as a radical, cross-media proof: instead of advertising chicken, McDonald’s itself was transformed into a chicken brand. The new visual identity was consistently rolled out across all channels and touchpoints—from TVCs and (D)OOH to social and audio and deep into the restaurants themselves, including interior design, menu boards, and crew elements. The launch staged the brand as a symbolic “reopening” of the “Place for Chicken Lovers,” making the rebrand physically and mentally tangible in consumers’ everyday lives. By deliberately refraining from any beef communication, the focus remained uncompromisingly on chicken—everywhere, simultaneously, and unmistakably.
