McDonald's Made Better

About the project

Launch McDonald’s first gourmet range, Chicken McGrill,
in a competitive quick service restaurant market.

We reminded Singaporeans of the ambitious spirit that brought Singapore from an underdog nation with no resources to a world-class metropolis.

By starting a Twitter-based dialogue, a new generation of Singaporeans were encouraged to share what they would do to make life better. We created a brand campaign around Chicken McGrill to rally Singaporeans under one big idea:
Make it better

#makeitbetter trended on Twitter
119,019 visits to
Increased sales of 9.6% (targeted 5%) over the month of launch
PR coverage of $150,000 in press and social media


  • To make a comment you must be registered and logged in. What next? Either LOGIN, register as an EMPLOYER or register as a PERSON

Back to top

Jody Penley


Project Tags

Other Works By Jody

Related Works

This project is already locked by

Please send request to for view this project .

Sign In

Forgot your password?

Create your free account