McDonald's MY leans into retro vibes with #YangKlasik love letter to the McChicken

McDonald’s Malaysia is serving up a wave of nostalgia with its latest campaign, "Simple always serves", affectionately hashtagged as #YangKlasik (the classic). At the heart of the campaign is the McChicken, a long-standing staple on the Mekdi (local nickname for McDonald's in Malaysia) menu since 1982. The brand is now giving this classic a refreshed spotlight by celebrating its timeless appeal through the lens of retro pop culture.

While the campaign may feel seasonally appropriate with Malaysia’s Merdeka celebrations around the corner, McDonald’s clarified that the retro styling (think faded visuals, heart-shaped patties, and voluminous hair) wasn’t tied to the national holiday. Instead, it’s a direct homage to the era the McChicken was first introduced.

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“Gen Z is embracing vintage aesthetics, seeking nostalgia, comfort, and timeless culture,” said a Barry Victor, creative partner for McDonald's at Leo Malaysia. “This cultural shift presented the perfect opportunity for McChicken to shine through a retro-inspired lens. It’s a nod to the time, the style, and the simplicity that made it a beloved classic.”

The centrepiece of the campaign is a quirky, karaoke-style love song titled “Cinta #YangKlasik” ('A classic love'), produced by The Rec Room. With an unmistakable '80s flair, the music video tells a love story anchored in the enduring charm of the McChicken, made with the same three ingredients it had from the start: chicken breast, fresh lettuce, and that signature special sauce.

“A classic burger deserves a classic love song,” Victor explained. “This was our way of making it stick in hearts and minds.”

Supporting the campaign is a full-fledged through-the-line strategy that includes a RM5.95 McChicken McValue Meal as its nostalgic entry point, along with a rollout across in-store menus, television, DOOH, and digital platforms.

Social content, handled by creative studio C27, helped amplify the story. “This wasn’t just about launching a promo. It was about staging a love story Malaysians didn’t know they missed,” said Darren Koh, creative group head at C27. “From a heart-shaped patty to an '80s karaoke music video, we turned nostalgia into something you could taste, sing along to, and fall in love with all over again.”

In addition to the two agencies, OMD also played a key role in bringing the campaign to life.

And while the burger might be a familiar bite, the campaign still has one more surprise in store. McDonald’s teased a “big finale” to wrap up the #YangKlasik run, leaving fans to stay tuned for what’s next on this retro journey.

Two weeks ago, McDonald’s Malaysia brought its Duo Terhangat (fiery duo) campaign to a high-energy close with a concert headlined by local hip-hop stars TUJU and MK K-Clique. Held at McDonald’s Putrajaya Persint 2 drive-thru, the concert celebrated the brand’s fan-favourite spicy burger line-up. The spicy chicken McDeluxe and its limited-time variant, the spicy lemon chicken McDeluxe.

According to Chin Mei Lee, CMO, McDonald's Malaysia, the concert perfectly reflects the brand's ongoing momentum. "We’re constantly seeking fresh ways to engage with our audience and stay on trend. Our aim is to sustain our status as an iconic brand while building real cultural resonance with Malaysians, and that’s something we’ve consistently focused on," she told A+M exclusively.

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