McDonald’s Australia Unveils Chicken McWings Nationwide
McDonald’s Australia has added Chicken McWings to its permanent menu after strong demand from customers. The chicken item debuted following a secret trial run in select stores across the east coast. Fans responded positively, sharing their excitement across social media platforms. The new menu addition signals a new phase in Macca’s food offerings.
Campaign by Wieden+Kennedy Sydney Sparks Interest
This launch marks the first campaign collaboration between McDonald’s and Wieden+Kennedy Sydney. W+K joined McDonald’s creative village earlier this year. Other partner agencies include DDB, OMD, Akcelo and Digitas. The campaign was designed to tease and then reveal the arrival of McWings.
Teaser Billboards Use Wingdings Font Across Cities
McDonald’s launched cryptic billboards using the nostalgic Microsoft “Wingdings” font. These appeared in major cities across Australia. Fans attempted to decode the message, which was later revealed as “Peak Chicken Is Upon Us.”
Mayor McCheese Hosts Launch Press Conference
The campaign continued with a fictional press event featuring Mayor McCheese. This mock-historic moment officially introduced Chicken McWings to the public. The campaign included two short films, “A Great Legacy” and “Historians.” Both were directed by Kyra Bartley through Finch.
OOH, Social and Radio Highlight Chicken Era
Out-of-home placements, social content, and radio ads compared McWings’ arrival to historical periods. These included Cleopatra’s reign, the Renaissance, and the age of dinosaurs.
Chicken McWings Now Available in Multiple Options
Chicken McWings are now available in three or five pieces. The three-piece option includes one sauce while the five-piece meal includes two. Customers can choose between the new ranch dipping sauce and the returning spicy buffalo sauce.
Amanda Nakad Confirms Positive Customer Feedback
Amanda Nakad, Marketing Director of Menu and Brand, said: “It’s been a while since we have added something new to the permanent menu, but the response to Chicken McWings during the trial made it clear: Aussies want more chicken options with their order.”
She added: “Chicken McWings are now claiming their spot next to other legends like the McChicken, McSpicy, McCrispy and Chicken McNuggets. It’s the golden era of chicken at Macca’s – and we’re just getting started.”
Social Media Reaction Helped Secure Menu Spot
The Chicken McWings received heavy traction on platforms like TikTok and Instagram. Users praised the golden crispy texture and flavour profile. Fans shared clips of their first bites and sauce pairings, driving demand.
New McCafé Blend Targets Coffee Fans
Alongside McWings, McDonald’s launched a new McCafé coffee blend nationwide. The coffee campaign targeted fans who visit for breakfast. The brand leaned into a common customer behaviour: arriving for a McMuffin but staying for the coffee.
“Coffee First” and “Yawn” Ads Focus on Mornings
The coffee campaign includes two 15-second spots titled “Coffee First” and “Yawn.” Jakob Marky directed both ads through The Sweetshop. The campaign runs on TV, online, radio, and across influencer and social platforms.
Matt Owen Reflects on Agency Collaboration
Matt Owen, Managing Director at W+K Sydney, said: “It’s been brilliant how we have been welcomed into the agency village, with all the agencies helping us to get up to speed and sharing their learnings on the brand. They’ve also given us the space and permission to bring fresh eyes and that excitement that only comes from being the newest kid on the block.”
Also Read: Macca’s Launches Limited Matcha Range in Trial Across NSW and Victoria as Green Tea Craze Builds
Creative Directors Celebrate Campaign Launch
Roy Leibowitz and Chris Wilson, W+K Sydney’s Group Creative Directors, said: “Macca’s has been awesome forever. Now with the launch of their delicious Chicken McWings, and McCafé new blend, they’re even more awesome. A new era has arrived, and we couldn’t be more excited to be part of it.”
McDonald’s Embraces New Chicken and Coffee Chapter
McDonald’s continues to innovate its offerings in 2025. Chicken McWings and the new McCafé blend reflect changing consumer preferences. The brand’s collaboration with W+K Sydney marks a new creative direction. The golden era of chicken at Macca’s has officially begun.
