DDB Prague Showcases “Feel-Good” Moments to Launch the McCrispy in Czech, Slovakia and Ukraine

A new icon among chicken burgers has arrived in Czech Republic, Slovakia and Ukraine McDonald's restaurants. McCrispy surprises with a big piece of whole fried crispy chicken breast in a fluffy bun, accompanied by honey-mustard sauce and iceberg lettuce.

The campaign, created by DDB Prague, showcases “feel-good” moments associated with other iconic McDonald’s products such as BigMac and fries. These moments are unified by onomatopoeia, “Mmmm…”, which refers to both the enjoyment of food and McDonald’s itself.

The McCripsy will stand alongside other legendary McDonald’s products on the menu and the world’s largest restaurant chain is thus responding to the increasing demand for chicken meat, explained chief marketing officer of McDonald’s for Czech Republic, Slovakia, and Ukraine, Martin Troup, “The growing popularity of chicken is evident, even in the Czech Republic. Currently, 4 out of 10 burgers ordered feature this protein source. McCrispy is on its way to becoming a global icon on our menu worldwide, and we eagerly anticipate it winning over the hearts of our customers."

Klara Palmer, chief creative officer of DDB Prague added, “Savouring the first bite of Big Mac or the taste of your girlfriend’s last fry – these are moments inevitably accompanied by a delightful “Mmmm...“. By using these universally recognized moments to introduce a new product, we’re promising a pleasurable experience. It’s quite a bold promise for a brand-new product, but if anyone can deliver, it's undoubtedly McDonald's.”

The television commercial was directed by Jamie Maul-Ffinch under the production of Creative Embassy.