McDonald’s promotes the new McCrispy in its campaign


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The new McCrispy will be permanently available on McDonald’s Portugal menus, with periodic launches of new limited-edition recipes.

“Beatbox McCrispy” is the name of the campaign that marks the launch of McDonald’s Portugal’s new chicken bet. The spot draws a parallel between the beatbox rhythm and the sound resulting from a bite of the brand’s new crispy chicken sandwich, the McCrispy.

Created by the TBWA Lisbon agency, the advert appears on billboards, digital (social networks and display), at points of sale and on television. Produced by Major West, the film was developed entirely in Portugal and exclusively for the national market.

According to Sérgio Leal, Marketing Director of McDonald’s Portugal, McDonald’s latest bet on chicken “aims to reinforce the brand’s credentials as a reference destination for this protein too”.

Sérgio Leal, Marketing Director of McDonald's Portugal
Sérgio Leal, Marketing Director of McDonald’s Portugal

“This new product and this new brand bring a chicken experience far superior to what we’ve known until now. In this launch, we have two very simple recipes to praise breaded chicken, which is the big news, juicy and extra crispy and sure to win over fans of Portuguese chicken,” said the marketing director, quoted in a release.

The restaurant chain’s new option features two recipes developed by McDonald’s Portugal: the McCrispy Original (with lettuce, tomato and mayonnaise sauce) and the McCrispy Creamy BBQ (with cheddar cheese, fresh onion and creamy barbecue mayonnaise with a smoky touch).

Available in the chain’s 194 restaurants, both recipes feature breaded chicken breast that is “perfectly marinated, juicy and extra crispy”. McCrispy will be a permanent fixture on McDonald’s Portugal menus, and periodic launches of new limited-edition recipes are planned.

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