McDonald’s has launched a new campaign for its recent D24 Durian McFlurry in line with the upcoming National Day celebrations. The new product is the first item in the brand’s lineup of locally-inspired offerings this year and launches on 5 July 2018.
In anticipation of the launch, McDonald’s has created a short spot which showcases the new McFlurry flavour. In the spot, familiar white cloth gloves associated with handling durians makes an appearance with the McDonald’s logo as the fruit handler splits the fruit to reveal the new McFlurry.
Since two days of the spot’s launching, the spot has garnered over 132,000 views, 1,800 reactions, 1,600 shares and 606 comments at the time of writing. The post also saw McDonald’s engaging with netizens debating on whether or not actual durian puree would be used in the dessert (the answer is yes!).
The campaign targets Singaporeans who have an appetite for authentic local flavours with a twist and a love for our core burger and dessert classics, running on digital, social, outdoor and in-store collaterals. Agencies which worked with the brand on the campaign include DDB Singapore for creative, OMD Singapore for media and Golin Singapore for PR.
In a conversation with Marketing, Agatha Yap, senior director of marketing and digital innovation at McDonald’s Singapore, said that the brand is excited to start its National Day campaign with the Durian McFlurry. She explained that it is McDonald’s way of “celebrating all things local and bringing smiles, great taste and people together.”
“If there’s one fruit that could bring Singaporeans together, it’s got to be the durian. […] It’s a sequel to the many other well-loved McFlurry flavours that came before, such as the Chendol McFlurry and Gula Melaka McFlurry,” Yap added.
This is not the first time the D24 Durian McFlurry has made an appearance in the region. Last year, McDonald’s in Malaysia brought in the flavour as part of its Merdeka campaign weeks after Singapore launched its Nasi Lemak Burger for National Day. Last month, the D24 Durian McFlurry made a comeback in Malaysia in line with Hari Raya, and the World Cup.