Swiss McDonald’s Rebrands Itself as the #1 Chicken Destination

Big Mac, Fries, and a McFlurry: McDonald’s is rich in iconic products that everyone knows and loves. The surprising part? There aren’t many chicken products among them. To change this perception, TBWA\Zürich is undertaking nothing less than a relaunch of the global McDonald’s brand. The fast-food giant is transforming from a burger chain into a chicken specialist – across all advertising channels and at 183 locations in Switzerland.

To kick off the campaign, McDonald’s branches at Zürich Bahnhofplatz and Geneva’s Rue du Mont-Blanc are shining in a brand-new look, fully dedicated to chicken. Severine Caspard, campaign lead at McDonald’s Switzerland, says, "We are very proud to offer our guests the widest variety of chicken in Switzerland. We now want to reflect this in our brand identity and have therefore aligned our entire appearance with our chicken expertise."

The new focus is announced in a national TV spot – a 30-second, high-energy love letter to juicy, crispy, and spicy chicken, brought to life by TBWA\Zürich in collaboration with Stories.

Under the claim 'The place for chicken lovers,' the entire campaign is rolled out across OOH, DOOH, and digital channels, complemented by various storytelling elements on social media.