Launched amid fierce end-of-year competition in the food and beverage sector, the campaign employed a video-first strategy to stand out during a time marked by heightened consumer advertising.
Anchored by the promise of a “bigger, crispier, and juicier” Chicken McDo, the campaign also highlighted McShare group meals, positioning them as ideal options for festive gatherings.
Taking a YouTube-first approach, the quick-service chain sought to meet Filipino consumers where they were most digitally active. The strategy proved effective: in just two months, the campaign reached more than 92 percent of YouTube users in the Philippines, with an average of 15.5 ad views per user.
McDonald’s reported a 15-percent increase in revenue during the campaign period compared to the prior three months. The company also cited improvements in brand recall and online search interest, signaling higher engagement and consumer awareness.
“YouTube has been a long-standing and trusted partner in helping us cut through the clutter and better connect with our audience,” said Ashley Santillan-Delgado, marketing director of McDonald’s Philippines. She credited the platform’s role in enhancing brand storytelling and delivering measurable results.
Prep Palacios, head of industries at Google Philippines, noted the value of strategic alignment. “McDonald’s Philippines’ success is a testament to what’s possible when great storytelling meets the right platform,” she said.
The campaign illustrates how fast-food brands are adapting to shifting media behaviors, pairing creative storytelling with data-driven targeting to maintain visibility and sales during peak seasons. —Ed: Corrie S. Narisma
