"Many Singaporeans prefer chicken to beef so that excludes many from the Big Mac franchise, explained David Moore, vice-president and regional account director at Leo Burnett, which has created an ad campaign to support the product launch.
"What McDonald's is trying to do is make use of the heritage of Big Mac and the popularity of chicken, he added.
Product advertising includes print ads and a TV commercial featuring Cherry Chocolate Candy - a female singing trio who shot to stardom in Singapore after winning this year's Talent Time contest on Channel 5 television.
The commercial, set in a McDonald's store miraculously transformed into a television music studio, shows the trio singing the "Chicken Big Mac rap".
"They are a good-looking group (of women), so we anticipate our core target audience (men) will like them a lot, said Moore.
He also said having the young singers' endorsement ensured McDonald's remains a "youthful and spirited brand".
The agency recommended using a jingle because that way the ads are more memorable and this creative approach leverages off the heritage of Big Mac, according to Moore.
"The original Big Mac launched 34 years ago used a chant, he said.
"Anyone who grew up at that time remembers the 'two all beef patties, special sauce, lettuce, cheese, pickles, onion, on a sesame seed bun' chant.
"I hope the 'Chicken Big Mac rap' also becomes part of the vernacular."
The campaign creators were creative director/art director Ng Tian It; copywriters Alex Shipley, Christy Chan and Trudy Hshieh; film director Melvin Mak; and production company Rushes Networks.
