Project Description

Fan Truth: There's only one Big Mac

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For over 50 years, the Big Mac has been defined by its two all-beef patties, special sauce, lettuce, pickles, onions, all on a sesame seed bun. But now, there’s a new twist—the Chicken Big Mac. So we asked fans the ultimate question: if it’s made with chicken, is it still a Big Mac?

Bringing this remix of an icon to the U.S. was no small feat—so we went big with a bold, attention-grabbing campaign.

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As part of Wieden + Kennedy’s “It’s Not Not a Big Mac” campaign extension, we kicked things off by sparking conversation within the Latino Gen Z community. We challenged young fans to convince the toughest critics—their Big Mac–loving parents—that the Chicken Big Mac deserves the name. Starting, of course, with papá.

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To take it even further, we teamed up with Billboard to launch a multi-platform amplification. From paid social to custom digital content and on-the-ground activation, the campaign came to life at the Latin Billboard En Vivo Concert Series. There, we threw an epic Big Mac Bash, celebrating both the original and the new Chicken Big Mac in unforgettable style.

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As seen on Billboard, People en Español, Pulso Pop, and iHeart Radio.