McDonald's partners singer Ella to bring rock experience to Malaysian homes

McDonald Malaysia has collaborated with Malaysian Queen of Rock, Ella, for its new Rockin BBQ burgers. Inspired by Ella and her favourite McDonald's burger, the company came up with a brand new product that not only had the spirit of rock but also reflected her characteristics in the flavours as well - sweet, smoky with a hint of spice. 

Staying true to her rock roots, Ella belted out a tune for McDonald's latest TV commercial jingle. In addition to the jingle, Ella also made a special appearance in Astro Gempak’s Rock On virtual concert on 28 August. Marketing initiatives for this latest campaign will run across key media channels such as TV, digital and social media. CMO Melati Abdul Hai told A+M that the company by partnering with Astro Gempak, McDonald's believes in its ability to execute an unconventional marketing and promotion strategy. According to her, this is a testament to the strong partnership between brand and media owners.

The campaign was done together with Leo Burnett Malaysia and was designed to bring to life the experience of rock and to entertain fellow Malaysians at home. With the competition in the quick-service restaurant space, Leo Burnett's creative director Kuan Kim Wai said that he always believed that Mekdi holds a special place with Malaysians and almost everyone would have a favourite burger. The collaboration with Ella would serve as a way to take the love that locals have for the brand and building it into something more, he explained. 

At the same time, consumers are also able to utilise the McDonald's app to participate in "The Rockin Hunt" contest, where users would find hidden "rock" signs in the McDonald’s app and submit responses accordingly. “McDonald’s Malaysia is always excited to delight and surprise customers with new explosive flavours, and we know our brand-new Rockin’ BBQ Burgers will be a welcome addition to our wide range of menu offerings, especially for barbeque lovers,” said Melati.

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