For the first time ever, McDonald’s France uses Avocado in a recipe, thus creating the brand new Chicken Avocado.

The brief was simple: to introduce this new ingredient in a fun an attractive way, with the added objective of being extra-impactful on the digital space.

We had free rein over what to propose with the only legal requirement being to talk about an avocado mash instead of avocado as a whole when it came to the product description.

In order to present the new Chicken Avocado burger and its new star ingredient -the avocado- under a fun and playful light, we went straight for the embodiment of fun in the digital space, video games, where we gave our avocado the stardom status that it deserved by turning him into a playable character. This mobile-first puzzle game available directly in your browser tells the story of Avocado the avocado getting help from Chicken the chicken in order to turn himself into a delicious avocado mash. Throughout more than 60 handmade levels the user will follow the simple process of preparing an avocado while enjoying a fun gameplay and amusing interactions between our two characters. Ultimately what we created is a platform that is both fun and easy to access aiming to entertain our audience in an environment that builds awareness for McDonald’s France newest product.

www.chickenavocadothegame.com

In response to the brief, we built the promise around this burger’s flagship ingredient, the avocado, by offering innovative and original content like this burger.

For the engagement part of the campaign, we wanted to capitalize on digital codes. Why a mobile game? We realized that mobile games had really taken off and that our target was very fond of it. Indeed, in 2019, in France there were 37.1 million gamers and mobile games represent more than 10% of the total time spent on mobile among 16-24 yo. It was therefore quite obvious for us to create a game around the burger in order to relay as much traffic as possible. In addition, we have organized a competition, with prizes bearing the image of Avocado, in order to engage people as much as possible.

Communication around the game was made through videos and publications posted on Facebook (sponsored PlayableAd, stories and posts), Instagram (stories and post), Snapchat (sponsored stories), Gameloft (sponsored playable banner). We have also developed a mini game to give users an overview of the full game. As expected, the majority of people have played on mobile (+ 95%). All the digital assets of the global campaign returned to the game page in order to create as much traffic as possible. The campaign started on February 2 and is due to end at the end of March (duration: 8 weeks)

URL: www.chickenavocadothegame.com

Numbers of visitors: 156,473

User on mobile: 94,7%

Bounce rate: 9,8%

Average time spend on the game: 4 minutes 31 seconds

Number of scores shared on FB: 12 843

Number of scores shared on Twitter: 6 211

Sales: projection +80%

The burger was rated 8.2/10 in the food test which considers it an "Excellent burger"

96% of interviewed people qualified it as “Original” and “Innovative” and 78% as a “Sophisticated” burger

The proportion of positive mentions is predominant, with 37.1% of overall volume. The 2 main types of reactions positive are as follows: Internet users are happy with this launch and want to taste the product. And internet users highlight the taste of the burger after tasted it.