McDonald's has denied its latest campaign for a chicken product is a direct swipe at the new branding push from KFC which simplifies its historic tagline "Finger Lickin' Good" to "sogood".
The company, which is using the teaser lines such as 'Kiss Good Goodbye' and 'Good won't be Good Enough' to push it's Chicken McGrill, says the words are more a reference to the Singaporean spirit.
"The teaser lines build up to our campaign line, 'Make It Better', which is our way of saying we do not settle for good," a company spokesperson said.
A series of teaser ads rolled out early last month leading to a microsite. The actual ads revealing the new Chicken McGrill burger then appeared on print as well as on TV, OOH, and other digital channels, with more executions slated to launch soon.
The main ad runs with the copy 'Make it Better, Make it Chicken McGrill' followed by the line 'A country that's always looking at making things better deserves a better burger.'
"The creative idea (behind the campaign) is about celebrating the Singaporean spirit of always wanting to make things better for themselves. Likewise, as a brand leader, we are always evolving to make the McDonald's experience even better for our customers," the spokesperson added.
A coupon was also circulated virally allowing consumers to get a one for one deal at McDonald's fast food outlets upon purchasing the new burger. The overall campaign, created by DDB and OMD (as media buyer) will last for a month.