McDonald's turns to experiential marketing for wraps roll-out

McDonald's: sweet chilli crispy chicken wrap launches in the UK
McDonald's: sweet chilli crispy chicken wrap launches in the UK

McDonald's is branching out into experiential marketing to promote what it describes as its biggest new food launch in the UK in four years.

The fast-food chain is debuting a range of four wraps: sweet chilli crispy chicken; grilled chicken salad; spicy vegetable; crispy chicken and bacon.

Priced £1.99, they are packaged in a way that enables consumers to eat them on the move. To highlight this, the brand will target consumers with an experiential push. Street performers will challenge consumers to perform everyday tasks while carrying a wrap.

The most entertaining ideas will win prizes including an Amazon Kindle. Filmed clips of the winners will be available to view on a dedicated  YouTube channel.

McDonald's will also promote the range with a TV ad by Leo Burnett that uses the line "Too good to put down".

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