McDonald’s Australia and Wieden+Kennedy Sydney have teamed up for their debut campaign, and it’s making waves with a bold, attention-grabbing rollout. The campaign kicked off with cryptic ‘OOH’ billboards across Australia, sparking curiosity with coded messages that had fans guessing. The billboards have been confirmed to be alluding to the “Peak Chicken Is Upon Us” campaign.

This playful reveal marks the official launch of Chicken McWings, now a permanent addition to the Macca’s menu. Aimed at chicken enthusiasts, the campaign includes two punchy 15-second spots titled “Coffee First” and “Yawn”, airing on TV and digital platforms.

The broader media push also spans radio, social, influencer partnerships, and continued outdoor placements, broadening the reach among consumers.

“Chicken McWings are now claiming their spot next to other legends like the McChicken, McSpicy, McCrispy and Chicken McNuggets. It’s the golden era of chicken at Macca’s – and we’re just getting started,” said Amanda Nakad, marketing director of menu and brand, McDonald’s Australia.

Image Credit: McDonald’s Australia