INSITE OOH Media Platform

McDonald's takes over UAE’s streets with a bold, flavorful creative campaign for its fresh "Spicy Chicken" menu items. 

The most striking billboard showcases a line of spicy chicken favorites, sporting the line “Spicy Chicken Range”. The die-cut design is modern but powerful, draped over Mcdonald’s usual clean yellow background with sharp, red Arabic letters on “Spicy”. The red and yellow color palette doubles the McDonald's brand as well as the spicy flavor profile of the food being promoted. 

To drive home the point, the billboard tastefully incorporates visual cues like a small red chili pepper emphasizing the hotness, in addition to the food being arranged in a mouthwatering, front-lit row that grabs attention. The sandwiches placed on the billboards include the Spicy Chicken McChicken, Spicy Grand Chicken, Spicy Grand Chicken, a protruding Spicy Chicken Big Mac, as well as the Spicy Chicken Mac. The lineup appears to almost pop out of the frame, giving it a 3D, lifelike appeal.

Another billboard zeroes in on their new offer “New Spicy Chicken Burger Meal” for just AED 12. The price is emphasized in a large black circle, along with the phrase "for a limited time”, creating a sense of urgency and appeal, especially for price-conscious customers. The offer is paired with fries and a drink, namely a Sprite, to establish the presence of a full and satisfying value meal. 

The campaign took off on UAE’s Digital Screens, Bridge Billboards, Uni-Poles and Lampposts in the third week of June.