Mia Patel
McDonald's has partnered with popular streamer and online personality Kai Cenat to launch a new variation of its iconic Big Mac burger. The Chicken Big Mac is a limited-time offering in the United States and features two tempura-battered chicken patties instead of the original's all-beef patties, along with the familiar toppings. Cenat, a self-proclaimed Big Mac superfan, was chosen for this collaboration due to his large online platform and love for the classic burger. He was enlisted to provide taste tests and reactions during a livestream, along with his famous friends, to promote the new menu item.
| Characteristics | Values |
|---|---|
| Did Kai Cenat come up with the Chicken Big Mac? | No, McDonald's debuted the Chicken Big Mac in the US on October 10, 2024, with Twitch star Kai Cenat as the face of its promotional campaign. |
| Who is Kai Cenat? | Cenat is a popular streamer, online personality, and Twitch superstar with one of the most subscribed channels in Twitch history. |
| What is the Chicken Big Mac? | A new menu item that takes McDonald's world-famous Big Mac and replaces the beef patties with tempura-battered chicken patties. |
| What is Kai Cenat's role in the promotion? | Kai Cenat is the official taste tester for the Chicken Big Mac. He promoted the special burger by streaming his honest reactions to it, along with his friends, on October 10, 2024. |
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What You'll Learn
Kai Cenat's role in the launch of the Chicken Big Mac
McDonald's launched the Chicken Big Mac, a poultry-forward version of its classic Big Mac, in the United States in October 2024. The fast-food giant collaborated with Twitch streamer and online personality Kai Cenat for the new product's debut. Cenat, a self-proclaimed Big Mac superfan, was chosen for the partnership due to his large platform and influence.
Cenat played a central role in promoting the Chicken Big Mac. McDonald's enlisted him as the official taste tester, with the streamer providing unfiltered reactions to the new menu item on his livestream. In one instance, he and his friends went on stream to debut the product, sharing their honest reactions to it. Cenat was seen buying the sandwich through a McDonald's drive-thru, before his friend Fanum surprised him by bringing in a marching band and the McDonald's mascot, Grimace.
The collaboration also included a 30-second spot starring Cenat as he pulls up to a McDonald's drive-thru. In the ad, Cenat is interrupted by a choir in his backseat, who sing about the Chicken Big Mac. The streamer then finds himself in a trippy dream sequence, surrounded by floating burgers and his streams with Grimace, as the choir continues to sing the sandwich's ingredients.
McDonald's leveraged Cenat's reach and comedic charm to create an influencer marketing campaign. The partnership also included social media posts and snapshots of Cenat eating the Chicken Big Mac. The campaign was designed to engage fans and create a buzz around the new product, with McDonald's hoping to tap into the passions of their fans, from dupe culture to live-streaming.
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McDonald's marketing campaign for the Chicken Big Mac
McDonald's launched a marketing campaign for the Chicken Big Mac, a new menu item, in October 2024. The campaign aimed to introduce the iconic Big Mac to a new generation of consumers while paying homage to its heritage. It featured a variety of channels, including a commercial, experiential activations, livestreaming partnerships, and more.
The campaign centred around a partnership with popular streamer and online personality Kai Cenat, who served as the official taste tester for the Chicken Big Mac. Cenat, the fifth-most popular streamer on Twitch with over 13 million subscribers, was chosen for his reach and comedic charm. He streamed his taste test and reactions to the new sandwich, which features two tempura-battered chicken patties instead of the original all-beef patties. In the stream, Cenat is seen purchasing the sandwich at a McDonald's drive-thru, before being interrupted by a choir in his backseat singing about the Chicken Big Mac. The choir follows him to the takeout window, where they hand him the sandwich.
In addition to the stream, McDonald's also launched a new 30-second commercial starring Cenat. The ad features a trippy dream sequence with floating burgers and streams with Grimace, the fast-food chain's mascot. The campaign also included a takeover of the Las Vegas Sphere, a mini-game on Zynga, and an event during Billboard Latin Music Week.
The campaign for the Chicken Big Mac demonstrates McDonald's ability to connect with young consumers through a variety of channels and partnerships. By tapping into dupe culture and live-streaming, the company was able to create a buzz around the new menu item and drive traffic to its restaurants.
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Cenat's livestream review of the Chicken Big Mac
Popular streamer and online personality Kai Cenat partnered with McDonald's to promote the Chicken Big Mac, a new menu item that takes the restaurant's Big Mac and replaces the two all-beef patties with two tempura-battered chicken patties. Cenat, a self-proclaimed Big Mac superfan, debuted the item on his livestream, giving his honest and unfiltered reaction to it.
In the livestream, Cenat is seen buying the Chicken Big Mac through a McDonald's drive-thru, before being interrupted by his friend Fanum, who brings in a marching band and the fast-food chain's mascot, Grimace. Cenat and his friends then proceed to try the new sandwich and share their reactions.
While the exact details of Cenat's review are not available, the Chicken Big Mac has received mixed reviews from other sources. Some reviewers have praised the novelty of the sandwich, especially for fans of McNuggets. However, others have criticized it as a bland, beige mess, noting that it lacks the same pleasing balance as the original Big Mac due to the omission of onions.
The Chicken Big Mac has previously been tested in the United Kingdom, Canada, and a limited domestic market, where it sold out quickly in the UK and found some fans among American consumers. Cenat himself has expressed his love for the new sandwich, stating that he helped launch it. McDonald's has positioned the Chicken Big Mac as a way to pay homage to the iconic Big Mac while introducing it to a new generation of fans.
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The impact of the Chicken Big Mac on McDonald's future campaigns
McDonald's is one of the most well-known brands in the world, with a vast global reach. However, the company has faced challenges regarding its complex position on climate change and food safety issues. The introduction of the Chicken Big Mac, in collaboration with streamer and online personality Kai Cenat, is a strategic move to address these concerns and appeal to a new generation of consumers.
The Chicken Big Mac campaign showcases McDonald's willingness to innovate and adapt to changing consumer preferences. By partnering with Cenat, the company leveraged his influence and comedic charm to create a memorable and engaging marketing campaign. Cenat's livestream taste tests and reactions, alongside those of his famous friends, generated buzz and excitement around the new menu item. This influencer marketing strategy allowed McDonald's to connect with a younger, digitally savvy audience and build trust through authentic reviews.
The launch of the Chicken Big Mac also helped McDonald's address the impact of its food safety crisis. An E. coli outbreak attributed to contaminated onions in Quarter Pounders had affected consumer trust. By shifting the focus to a new menu item, McDonald's could rebuild customer confidence and encourage visits to its restaurants. The campaign's emphasis on "surprise and delight" experiences, as mentioned by Tariq Hassan, McDonald's USA Chief Marketing and Customer Experience Officer, demonstrates the company's commitment to enhancing the overall dining experience and regaining consumer loyalty.
Additionally, the Chicken Big Mac campaign aligns with McDonald's efforts to expand its menu options and attract a wider range of customers. The introduction of a poultry-based alternative to the iconic Big Mac caters to those seeking variety and potentially healthier choices. This strategy is part of McDonald's initiative to transform its stores with the Mdonald Next concept, offering a broader menu that includes healthier options like a salad bar and quinoa. By diversifying its offerings, McDonald's can capture value from consumers who prioritize health and sustainability, helping to alleviate concerns about the company's environmental impact.
Looking forward, McDonald's can build on the success of the Chicken Big Mac campaign by continuing to embrace innovation and adaptability. The company can further explore partnerships with influencers and celebrities who resonate with younger generations, creating unique and engaging marketing campaigns. Additionally, McDonald's can leverage the momentum from the Chicken Big Mac to introduce more diverse menu options that cater to varying dietary preferences and health-conscious consumers. By staying agile and responsive to market demands, McDonald's can enhance its brand perception and maintain its relevance in a dynamic and evolving industry.
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Cenat's reaction to the Chicken Big Mac
Kai Cenat, a popular streamer and online personality as well as a Twitch superstar, partnered with McDonald's to promote the Chicken Big Mac, a new menu item that takes the restaurant's Big Mac and replaces the two all-beef patties with two tempura-battered chicken patties.
Cenat, a self-proclaimed Big Mac superfan, was chosen by McDonald's to be the official taste tester for the new product. On his stream, he provided an honest and unfiltered reaction to the Chicken Big Mac, which he debuted by buying it at a McDonald's drive-thru. In the video, Cenat is seen pulling up to the drive-thru and asking for a Chicken Big Mac, only to be interrupted by a choir in his backseat singing the same order back to him. After a trippy dream sequence, he is back in his car, contemplating his order. He is once again surprised by the choir, who are now behind the takeout window, handing him a paper bag containing the new burger.
McDonald's decision to partner with Cenat for the launch of the Chicken Big Mac was part of an influencer marketing campaign that leveraged the streamer's reach and comedic charm. Cenat's streams for the product debut and taste test also included his friends, who provided their own unfiltered reactions to the new menu item.
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Frequently asked questions
No, McDonald's came up with the Chicken Big Mac, but Kai Cenat was enlisted as a launch partner to promote the product.
The Chicken Big Mac is a variation of the original Big Mac, with two beef patties replaced by two tempura battered chicken patties.
Kai Cenat, a popular streamer and online personality, was chosen by McDonald's to be the face of the Chicken Big Mac campaign in the US. He reviewed the product on a livestream, providing taste tests and reactions.
The Chicken Big Mac campaign with Kai Cenat was well-received by fans and went viral on social media. The collaboration was also seen as a step in the right direction after the backlash from McDonald's partnership with Genshin Impact.
