| Title | McDonald’s the perfect fried chicken by AI |
| Agency | The Leo Burnett Group Thailand |
| Campaign | McDonald’s the perfect fried chicken by AI |
| Advertiser | McThai |
| Brand | McDonald's |
| Posted | March 2023 |
| Business Sector | Food |
| Story | McDonald’s & Leo Burnett Thailand’s AI-generated strategy disrupts the Thai fried chicken market Fried chicken was once a popular dish among Thais. However, the flavor appears to have lost its savor over time, leaving a taste that is becoming increasingly unpleasant. Even so, people have no choice but to accept a taste with which they are no longer satisfied. With this issue, McDonald's determines to bring the joy of fried chicken back to all Thais with the new McFried Chicken. In order to address the needs of fried chicken lovers, McDonald's and Leo Burnett Thailand chose to start by getting a recommendation from someone who can summarize people’s needs: AI, by asking ChatGPT: What is a perfect fried chicken supposed to be like? Surprisingly, the new McFried Chicken's attributes matched all the information provided by ChatGPT: Crispy, Juicy, and Tasty. So, McDonald’s turned these into a campaign, The Perfect Fried Chicken by AI. The response to the new product has been overwhelming, with social media users going crazy over it and many publishers mentioning the innovative use of AI in the fast-food industry. The sales of the new McFried Chicken surpassed expectations within just a few days of its launch. With this breakthrough, McDonald's has rekindled the joy of fried chicken for fried chicken lovers, who can once again savor the crispy, juicy, and tasty goodness of the perfect fried chicken. |
| Media Type | Social Media |
| Chief Creative Officer | Sompat Trisadikun |
| Executive Creative Director | Ariyawat Juntaratip |
| Art Director | Sompat Trisadikun |
| Art Director | Tammaporn Sanguanpak |
| Group Creative Director | Skon Khanawuthikarn |
| Account Management Director | Yosathorn Numbenjapol |
| Account Manager | Paradee Puparussanon |
| Account Executive | Manarin Sanpawat |
| Agency Producer | Kanokporn Siriseree |
| Strategic Planning Director | Nuttapol Yamkaweetrakul |
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