McDonald’s plots campaign for McBites launch

McDonald’s is preparing a marketing push to campaign to support the launch of chicken McBites.

McBites are the first new product to launch this year.
McBites are the first new product to launch this year.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here