McDonald's Sweden Creates 'Crispy' Music for New Burger Launch

McCrispy is now available at McDonald’s in Sweden and as the name reveals it is a burger that is crispier than ever. The crunchy sound of the burger is something McDonald’s Sweden and their creative agency NORD DDB wanted to centre the launch campaign around. Together with a composer they created a classical musical tune called 'The Crunch', which McCrispy performs together with a classical symphony orchestra. 

McDonald's Sweden has added the McCrispy to its menu. It is a chicken burger with an extra crispy breading. Precisely that crisp surface, and above all the distinct and characteristic sound that occurs when you eat McCrispy, is highlighted in the launch campaign for the burger. In a performance of the burger’s own musical piece – The Crunch - McCrispy becomes an instrument  and interacts with string -, wind -, and percussion instruments in a classical symphony orchestra. The orchestra is led by the renowned Swedish conductor Peter Nordahl. 

"McCrispy is an extra crispy burger that we hope will become a new favourite among many of our guests. Therefore, it felt right to put this soon-to-be classic, and the sound that it makes  when you bite into it, in something as classic as a symphony orchestra", says Susanne Rydjer, brand manager at McDonald’s Sweden. 

The campaign will be communicated through TVC, OOH, DOOH, OLV, cinema, radio, print and social media.  

"McCrispy tastes good, and the crunchy sound that it makes sounds equally as good. That is  why we thought it was a fun approach to do something with the sound and create our own classical work for the burger, which it also gets to contribute to musically", says Fabian Luthander, copy writer at NORD DDB.