| Title | THERE'S A NEW CHICKEN IN TOWN |
| Brand | MCDONALD'S |
| Product / Service | MCDONALDS CRISPY THIGHS |
| Category | A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
| Entrant | DDB Hong Kong, HONG KONG |
| Idea Creation | DDB Hong Kong, HONG KONG |
| Production | DDB Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Peter Rodenbeck | DDB Group Hong Kong | Account Servicing |
| Andreas Krasser | DDB Group Hong Kong | Strategy |
| Frankie Fung | DDB Group Hong Kong | Creative |
| Garron Chiu | DDB Group Hong Kong | Strategy |
| Tony Leung | DDB Group Hong Kong | Creative |
| Iker Lin | DDB Group Hong Kong | Creative |
| Maggie Cheung | DDB Group Hong Kong | Account Servicing |
| Jim Leung | DDB Group Hong Kong | Account Servicing |
McDONALD’S WAS MISSING OUT With 49.2 million units of fried chicken sold citywide in 2018, it was projected this number would grow to 53.6 million by 2022. BIC (bone-in-chicken) products were leading the way, accounting for 22% of Hong Kong’s overall fried chicken market. This was a key area where KFC already had a strong foothold. McDonald’s on the other hand, had not yet introduced any BIC products. THE CHINK IN THE COLONEL’S (DRY) ARMOR Despite their perceived category expertise, social listening had shown that KFC had been neglecting its food quality, particularly in regards to the "dryness" of their chicken. With this we saw our opportunity. We decided to launch a BIC product, the McDonald's Crispy Thighs, that would castigate KFC’s complacency, while providing McDonald’s a foothold in a quickly growing segment where it had no prior expertise.