Kuala Lumpur, Malaysia – Fast food chain McDonald’s in Malaysia has launched a new campaign at the shopping and entertainment district of Kuala Lumpur, Bukit Bintang. In it, the fast food chain unveiled its first ever iconic McDonald’s Fries crosswalk, as it leads visitors straight into Malaysia’s first McDonald’s restaurant.
Conceptualised alongside creative agency Leo Burnett, the official approval and rollout of the ‘fries’ crosswalk took seven months to complete and also coincides with McDonald’s Malaysia’s 40th anniversary which aims to reinvigorate Bukit Bintang’s intersection and spark feel-good moments to all pedestrians.
In addition, this iconic crosswalk is the start of a larger campaign with consumer activations to help further generate buzz and encourage social fan truths.
Melati Abdul Hai, vice president and chief marketing officer at McDonald’s Malaysia, said, “At McDonalds, we are always looking for creative ways to create feel-good moments for Malaysians. So, when our partner creative agency, Leo Burnett, shared the idea to marry the iconic Bukit Bintang crossing with our global McDonald visual icon, our French Fries, we were excited to bring it to life. Our hope is that this Fries Crosswalk will add to the beauty of Kuala Lumpur and put smiles on pedestrians’ faces by making simple routines such as crossing the road a ‘feel-good’ moment.”
Meanwhile, Neil Hudspeth, CEO of Publicis Groupe Malaysia and McDonald’s global client lead for Asia-Pacific, commented, “I love the idea. It’s simple, powerful, disruptive and iconic. There are very few brands in the world today that have this heady combination of creative authority and customer love, and the crosswalk is a powerful example of the love Malaysians have for McDonald’s, as well as a genuine reflection of how well embedded the brand is into our culture. Bringing back fun to Bukit Bintang, one fry at a time is just incredible. We talk about little moments of love made easy for everyone, and what better way to bring this to life.”
