MCDONALD’S BELGIUM IGNITES FLAVOUR WITH ‘CHICK-A-BOOM’

McDonald’s Belgium has launched ‘Chick-A-Boom’, a bold new campaign by TBWA\Belgium that visualises the explosive flavour of its latest chicken range. Featuring high-impact visuals of burgers bursting into fireworks, the platform introduces four products designed to deliver intense first-bite experiences, supported by CGI-driven films and dynamic cross-channel storytelling.

McDonald’s Belgium is turning the act of biting into a sensory spectacle with the launch of its new chicken platform, ‘Chick-A-Boom’. Developed by TBWA\Belgium, the campaign positions the brand’s latest chicken range as a flavour-forward alternative in a category often dominated by conventional offerings. At its core, the creative celebrates the intensity of the first bite, translating the mental fireworks of taste into literal explosions of burgers across outdoor, social and television channels.

The campaign’s visuals are designed to capture the heightened sensory experience of bold flavour, with exploding burgers serving as the central metaphor. These striking images appear in out-of-home placements, pack shots and social media, ensuring the concept resonates across multiple touchpoints. For the films, TBWA collaborated with Prague-based director Marek Partys (Lovo), combining high-quality food photography with CGI to achieve a dynamic, appetising finish. Production was supported by TBWA’s in-house company Make, alongside Studio Wauters in Brussels and Alien Studio in Slovakia.

‘Chick-A-Boom’ introduces four new products, each crafted to expand McDonald’s chicken offering with distinctive flavour profiles. The lineup includes the McCrispy, McCrispy Sriracha, Spicy Chicken McNuggets and a Chicken McWrap, spanning crispy, spicy and juicy options. Together, they reflect the brand’s ambition to deliver more varied, flavour-forward experiences that stand apart in the quick service restaurant landscape.

By centring the campaign on the explosive sensation of taste, McDonald’s Belgium underscores its commitment to innovation and differentiation. The creative not only dramatises the joy of eating but also reinforces the brand’s ability to surprise and delight consumers with bold, memorable experiences. With ‘Chick-A-Boom’, McDonald’s Belgium positions its chicken range as a category disruptor, one that transforms everyday bites into moments of sensory fireworks.