McDonald’s, Lebanon’s leading fast food retailer, wanted to promote its new Chicken Wraps.

But towards year-end, budgets were low amidst increasing competition.

So, we used radio – a cost-effective mass-media channel in Lebanon.

Now, conventional radio wouldn’t be enough.

We needed to disrupt the radio ads that people heard in cars, at homes, or in offices, and grab attention for McDonald’s Chicken Wraps.  

We chose a popular music genre in Lebanon - Rap music. And created “The Chicken Rap” to promote Chicken Wraps ;).

An unexpectedly delightful rap song disrupted the category and radio ad apathy, earning attention for McDonald’s Chicken Wraps from listeners across Lebanon.

The ad was designed mixing sounds of real chickens clucking, composed with a sticky rap beat and tune.

And as “The Chicken Rap” were hummed by everyday people on the streets, the Chicken Wraps became the hottest selling item from McDonald’s during the campaign.

Given the overwhelming anxieties (political, economic and social) in the country of Lebanon, it's not surprising that Lebanese love humour and fun. And content that's entertaining usually works better than content that's run-of-the-mill.

Hey… Hey yo right here

Check this out

Baka bak bak a kaak

Baka kaa bak a baa baaa

Bak aka baaaak baakaaa baaak

Baaak Baaak Bak baaaaak

Baaak baaaak baba baaaa kaaaa

Baaaak baa kaak baak a baka baak

Baaak Baaak Bak baaaaak

Baaak baaaak babaaaaak

Bak a bak bak a baak

Baka baaa baaaa

Bak aka baaaak baaak

The Chicken Wrap

Now, at McDonald’s

Bak bak bak bak baaaak