Campaign
At the end of 2023, the Netherlands was captivated by Chat-GPT. With just one prompt, three brand new, Dutch-style burgers were born. A spicy burger and a herring burger made their debut, but it was the Chicken & Waffle that stole the show, featuring a signature Dutch treat, the stroopwafel. Inspired by our fans' excitement, we brought AI to life by adding the Chicken & Waffle burger to McDonald's menus across the Netherlands. Since Chicken & Waffles isn't a big thing here, we went straight to the toughest critics— boomers —for a taste test. When they hated it, we knew younger fans would absolutely love it.
Results
The critical elders and the Chicken & Waffle were a massive hit with fans. The burger exceeded its target fourfold. With just this social campaign, Chicken & Waffle became the most successful introduction for any Dutch McDonald’s product since 2017. Meanwhile, our grey superstars Carel, Jeanet and Bert took social media by storm with their reviews, inspiring fans to create their own reviews and rack up over 10M+ views in the process. Turning the Chicken & Waffles from an AI Burger into a fan favourite.