Exotic flavour makes McDonald's shrimp spot a winner

Taiwanese electronics store Elife Mall has once again topped the Taiwanese Adwatch chart, scoring a 92 per cent recall rate, closely followed by French hypermarket chain Carrefour with 85 per cent. Fastfood brands continued to battle it out, with KFC and McDonald's placing seventh and 11th respectively. McDonald's launched its shrimp-flavoured Toasted Rice Burger in February 2006 after the success of previously launched Crispy Chicken and Kalubi Beef variants. The TVC focused on special 'green farming' techniques which give every shrimp a traceable identification to ensure freshness in both quality and tastes. Cindy Lin, group account director, Leo Burnett Taiwan, said: "To dramatise the origin and quality of the shrimp, we created an expedition team led by McDonald's crew travelling the world in search of the freshest shrimp, and they finally find the best quality creatures on a crystal-clear seashore." Lin added that the results of a focus group study conducted after the TVC launched showed that consumers were impressed by the underwater scenes in which the crew met a group of lively shrimp, as well as the romantic ending. Meanwhile, television spots for two of KFC's latest products entered the chart, both scoring a 77 per cent recall rate. The TV spot for KFC's ginger egg tart product -- a combination of sweet potato and ginger flavouring -- plays on both the Taiwanese fondness for street hawker fare and the healthy qualities of sweet potato itself. Telco brands also featured prominently, with Chunghwa Telecom, Taiwan Cellular and FarEasTone gaining top 20 places.