Dip Cin challenges dip Jack in McDonald’s latest campaign

Hong Kong - McDonald's has recently launched a new through-the-line campaign for its chicken McNuggets and Asian flavour sauces by introducing a new character, Dip Cindy, another McNuggets lover who challenges Dip Jack to see who's the faster and craftier McNuggets dipper.

The creative campaign developed by DDB Hong Kong targets young and fun loving adults.

"The intense competition between her (Dip Cin) and Dip Jack for their beloved McNuggets give rise to a whole series of dipping stunts that dramatize the craving for this delicious product, and make the spots fun to watch", Jeffry Gamble, Creative Director of DDB Hong Kong said.

This is the third instalment of McDonald's Dip Jack campaign since its launch in 2005, which aimed to re-energize and significantly raised the demand for Chicken McNuggets.

 "This year's campaign elevates the eating experience to one that's even more fun and engaging for our customers," Randy Lai, VP marketing and communications of McDonalds said.

The comic book-inspired campaign includes two 30 second spots on television, in print, online at http://www.mcdonalds.com.hk/english/food/dimjack07/ viral, POP as well as an in-store game expected to run until 30 May.

OMD handles the media buying and planning for this campaign.