McDonald's MY taps 3P for new ayam tenders earworm

It seems like Christmas has come early for Malaysians, as they have been graced with a new song drop by musical group 3P, who are well known for their festive productions such as the recent Syawal Berseri (Shining syawal) song for Raya this year, and 南北大道 (North-south expressway) track for Chinese New Year. 

This week, 3P, made up of Danny Lee, Kevin Ong and Caven Tang, has teamed up with McDonald's Malaysia for the Fuyoohh Tenders Lagi (Whoa, more tenders) song, which features a mix of languages, such as Mandarin, Malay and English, to reflect Malaysia's multicultural and multilingual identity. 

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In typical 3P fashion, the number also features some fun dance moves, which can be picked up (with practice) by audiences. Leaning into that, McDonald's Malaysia has also released a dance choreography video at a slower speed of x0.75, for people to follow along Fuyoohh Tenders Lagi dance.

The song's release comes in conjunction with the fast-food chain's release of its new ayam tenders McD (chicken tenders) line of products, and the campaign is a collaborative effort with several agencies namely Leo Burnett, OMD, C27 and idotyou. McDonald's Malaysia's chief marketing officer, Chin Mei Lee told A+M exclusively, that leveraging 3P's energy and charm reflects how the brand wants fans to feel about the ayam tenders: "catchy, fun and undeniable addictive".

"3P has a strong reputation for their catchy music, vibrant performances, and ability to connect with a younger, trend-savvy audience. They’ve consistently delivered content that’s creative, shareable, and uniquely Malaysian, that you just can’t get enough of," said Chin. "That’s why we felt they were the perfect partner for Ayam Tenders McD. A product so delicious, you just can’t get enough."

The music video will also be rolled out across McDonald's Malaysia's digital platforms including Meta, YouTube and TikTok, in order to reach younger audiences where they are. It will also be featured in-stores, where customers can enjoy the catchy tune while dining at McDonald's. "The goal is to create an immersive and memorable moment around Ayam Tenders McD, no matter where fans interact with the brand," added Chin.

"3P has shown versatility across various celebrations, including their recent Hari Raya song Syawal Berseri. So we were confident that this collaboration would strike the right chord with a broad Malaysian audience," the CMO also said. Behind the whole campaign, Chin shared, are fan requests for something just as tasty as the ayam goreng McD (McD fried chicken), but more convenient and boneless. Hence, came the creation of the boneless ayam tenders McD available in spicy and regular flavours. 

Prior to the product's launch, McDonald's, together with its partner agencies, released several teasers across multiple touchpoints. One notable instance was its farewell bid to Tulang (bone) in an unusual manner, by way of an Instagram post which unveiled Tulang's resignation notice from its position at McDonald's. 

"After serving Malaysians for so long, it is time for me to retire from the kitchen. Thank you for all the trust in me as a krup krup (crunch sound) legacy," the notice read. Tulang also wished McDonald's continued success in spreading spicy, crunchy and crispy joy to all Malaysians. A day after the puzzling resignation notice, McDonald's released a short clip of various staff members sharing their thoughts on Tulang's departure.

This social teaser was soon followed by a series of glitching billboards across Malaysia, to introduce the new product with the goal of capturing eyes and attention across highways. 

McDonald's Malaysia is not the only F&B brand leaning into a catchy song this month, as Nando’s Malaysia recently reimagined the iconic 90s ballad as an ode to its gold standard chicken. In its latest campaign, the fast-casual chain launched InnuNando’s, a sultry, tongue-in-cheek music video set to a reworked version of the iconic track, celebrating the passion and craft behind its flame-grilled PERi-PERi chicken.

The spot is part of the brand’s new platform, "That’s a Nando’s thing", which shines a spotlight on what makes the brand tick. Filmed inside a Nando’s outlet, the video follows a smooth-talking Nando employee as he croons about marinades, open flames, and crispy, juicy chicken. In classic Nando's fashion, the video is nostalgic, dramatic, and self-aware.

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