Love at First Bite (Again): The Snack Wrap Comeback

Overview

After nearly a decade away, McDonald’s brought back the beloved Snack Wrap to reclaim its place in an increasingly crowded chicken QSR market. The goal is to win back market share in the chicken category by sparking excitement and connection, especially among Asian American audiences, through authentic, social-first storytelling that inspires awareness, consideration, and purchase.



Cultural Insight & Strategy

McDonald’s drew from its 2024 First-Party Asian American Media Consumption Study, which revealed that two-thirds of Asian Americans value cultural authenticity in brand storytelling, are highly active on social media, and show a growing preference for chicken-based meals. Using these insights, the team designed a culture-forward strategy that turned nostalgia into social engagement that is bridging emotional connection with behavioral impact.



Creative Execution

At the heart of the campaign was a creator-led short-form video capturing the longing and excitement surrounding the Snack Wrap’s return. Distributed across TikTok and Instagram. Also leveraged CJ Entertainment’s YouTube Network, one of the largest Asian entertainment content distributors. The content blended humor, heart, and cultural nuance to connect with audiences where conversation and community thrive.



Results

The campaign delivered 11.3 million impressions (+142% vs. goal) and 11.6 million views, exceeding engagement benchmarks with a 0.78% CTR on TikTok (4.7× above average). Behavioral lift studies confirmed increases in store visits and contributions to chicken category sales, solidifying McDonald’s position in the QSR chicken space.



Impact

By combining deep cultural insight with emotionally resonant storytelling, McDonald’s turned a product comeback into a cultural moment. The campaign rekindled love for a fan favorite while proving that authenticity and community engagement can drive real business growth.