Violeta Arango         

producer / ethnographic researcher






︎︎︎BACK TO KEY RESEARCH PROJECTS

Client: Mc Donalds  

Project: Mc Cripsy

Agency: Leo Burnett x ON ROAD

Sypnosis:  To uncover inisghts to achieve an ‘authority on chicken’ across UK consumers.

Role: Researche Assistant
My involvement:

  • Network manager
  • Interview assistance
  • Co-creation Workshop assistance
  • Qualitative analysis support
  • Interim insights write- up support
Challenge

Leo Burnett asked the ON ROAD team to uncover insights that would aid Mcdonald’s in having an ‘authority on chicken’, helping to cement the brand within UK chicken connoisseurship. In launching the McCrispy in the Summer of 2022, McDonald’s was eager to ensure the campaign for this new product was authentic, appealing and relatable to both a youth audience and a more mainstream one.
Insight

Recruiting from all over the UK, we spoke to both younger (16-25) and older (25-55) to find the commonality across both audiences, ensuring a relatable and appealing campaing. It was clear that Mc Donalds needed to take an easy going, light-hearted approach that shows respect to the chicken culture whilst staying true to themselves.
Output

The Mc Crispy Launch advert was the result of a series of co-creation workshops, testing and validating the campaign concept across our audience. With the helep of the network, we unearthed the nuances within the script and ensured that the advert stayed authentic, appropiate and relevant. Maya Jama was the obvious choice as a known Mcdonald's lover and a resonating figure in UK culture.