Inside McDonald’s plan to make the Chicken Big Mac your new favorite burger

McDonald's has launched a new marketing campaign for its Chicken Big Mac, a limited-edition burger that has sparked debate about whether it's a "real" Big Mac. The campaign features a mix of traditional commercials, social media promotions, and partnerships with popular streamers like Kai Cenat. Cenat recently hosted a Twitch stream with John Cena, where they ate the Chicken Big Mac and discussed their thoughts on it. The campaign also includes a pop-up restaurant, TV ads, and a retro mini-game on Zynga. McDonald's U.S. chief marketing officer, Tariq Hassan, says the goal is to create a balance between tapping into culture and creating its own. The company is positioning the Chicken Big Mac as a debate about the iconic Big Mac, encouraging fan participation and discussion. The campaign has been successful, with Chicken Big Macs selling fast and the original Big Mac seeing a halo effect. Hassan credits the company's willingness to be creatively flexible and collaborate with partners who are authentic fans of the brand. McDonald's is also addressing affordability concerns with its $5 value meal and creating products and marketing that excites fans. The company is focusing on reaffirming its relationship with customers and showing confidence in its brand. By doing so, McDonald's is combating the challenges faced by the fast food industry, including inflation and declining traffic.