McDonald’s GCB returns

McDonald’s Malaysia has launched an integrated advertising campaign to announce the return of the popular grilled chicken burger (GCB) to its menu.

The GCB was first introduced to the local market three years ago. According to McDonald’s the exclusive limited-time offering has gained great traction with Malaysians who eagerly await the return of the burger to outlets each year.

Ahead of the official launch, around 12 selected McDonald’s restaurants sold the GCB exclusively until the 26 September.

In its marketing campaign this year, McDonald’s is asking its customers: “What’s Does G Mean to You?”

Additionally, TV spots have been rolled out on terrestrial broadcast channels and Astro, with print ads in all major local dailies across three languages, radio spots, as well as a Facebook photo contest where Malaysians are invited to share photos of them enjoying the GCB. This contest will last a month.

Leo Burnett was the agency responsible for all creative aspects of the campaign while OMD handled all media buying and planning activities. Geometry took on the PR duties.

The launch of the GCB this year coincides with McDonald’s public assurance that all its products are 100% Halal, following social media rumours that traces of pork fat were found in McDonald’s sauces.

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