McDonald’s Plays Chicken, Football

CHICAGO – Looking to combat Burger King’s grilled BK Broiler chicken sandwich, McDonald’s Corp. this week is expected to test a McGrilled Chicken sandwich in Chicago and possibly other markets, industry insiders said.
McDonald’s has tested several variations of a grilled chicken sandwich under the Mac’s Grill and other names, but has yet to find one to roll out on a national basis. The McGrilled Chicken combines a chicken patty with herb sauce, red onions, lettuce and tomato and will be priced at $2.39.
Meanwhile, McDonald’s is taking advantage of its successful Michael Jordan-Larry Bird ‘Showdown’ campaign and launching a sequel during the football season beginning on ABC’s Monday Night Football telecast tonight (ADWEEK, Aug. 30).
Titled ‘Another Showdown,’ the campaign pits NFL kickers Pete Stoyanovich of the Miami Dolphins against Chip Lohmiller of the Washington Redskins, who play for a McDonald’s Quarter Pounder with Cheese. Like the Jordan-Bird spot, the two line-up impossible kicks in a game of H-O-R-S-E for the sandwich. Jordan makes a cameo appearance near the end of the spot, saying, ‘These guys are good.’
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