AUCKLAND, Today: DDB Group Aotearoa and Macca’s have dropped a game-changer on the Kiwi menu — the McCrispy®. One bite, and you might just question every chicken choice you’ve ever made.
Joining the ranks of icons like Chicken McNuggets and McChicken, the McCrispy arrives with serious cred. Made from 100% New Zealand chicken breast, it’s seasoned to perfection, fried for maximum crunch, and layered with lettuce and peppery mayo in a soft, water-split bun.
The crunch is the real star here — loud, satisfying and the kind that sticks with you. The new ad introduces Chris, who takes one bite and instantly spirals into an identity crisis. It’s hilarious, relatable, and oddly inspiring.
As Chris questions everything, he dives into yoga, competitive chess, even the world of influencer life. It’s a wild ride — all triggered by one bite of that crispy, golden chicken.
“We wanted to show our chicken-loving Kiwis that the McCrispy is so much more than just a slightly different chicken burger,” Macca’s Head of Menu, Nikki Jeffcote, said.
“We wanted to show our chicken-loving Kiwis that the McCrispy is so much more than just a slightly different chicken burger.” – Nikki Jeffcote
“This burger delivers the crunch like no other Macca’s burger has done before – it’s loud and tasty enough to make you think, what else could I be missing out on?”
DDB Aotearoa’s Executive Creative Director, Rory McKechnie, says the new campaign is designed to hit hard across all senses — from the visuals to the sound, and of course, that first bite.
“High impact out of home and video capture that moment of first bite, and the instant reassessment of all of life’s choices it triggers.”
“McCrispy is also perfect for the ASMR generation, with social executions giving audiences an up close and extremely personal experience of the crunch.”
The McCrispy ‘this changes everything’ campaign lands Wednesday, 28 May, across social, digital, outdoor and broadcast. This one’s here to rattle some cages — and redefine what you expect from a chicken burger.
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