McBites will be part of the Little Tasters menu and are designed as an anytime snack as McDonald’s bids to stretch its menu beyond meal times by offering a range of sizes and portions.
The bite-size pieces of chicken breast in peppery coating have been likened to rival KFC’s popcorn chicken product.
A spokesperson for McDonald’s told Marketing Week the marketing support for the launch is a different approach for McDonald’s advertising.
Activity includes TV, outdoor and online, as well as an online game which will also be available on mobile. It launches tomorrow (9 January).
McDonald’s is also running a prize draw with 14 PS3 consoles to give away.
Digital activity was developed by Razorfish. Advertising was created by Leo Burnett.