| Title | GRABADS X MCDONALD'S INDONESIA |
| Brand | MCDONALD'S |
| Product / Service | MCDONALD'S INDONESIA MINI CUTS SPICY CHICKEN |
| Category | B01. Use of Insights & Analytics |
| Entrant | GRABADS Singapore, SINGAPORE |
| Idea Creation | GRABADS Singapore, SINGAPORE |
| Idea Creation 2 | OMD INDONESIA Jakarta, INDONESIA |
| Media Placement | GRABADS Singapore, SINGAPORE |
| Media Placement 2 | OMD INDONESIA Jakarta, INDONESIA |
| Production | OMD INDONESIA Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Dawn Yee | GrabAds | Senior Creative Producer |
McDonald’s, a household name in Indonesia, was facing aggressive competition from new fast food brands and life-long competitors like KFC and Burger King, particularly among those offering innovative and affordable chicken dishes. With the objective of growing their market share, McDonald’s Indonesia partnered with Grab to launch their very own Mini Cuts Spicy Chicken to capitalise on the demand for chicken dishes and strengthen perception of McDonald’s as an accessible brand.