Why McDonald's in Sweden Produced a Piece of Classical Music

The campaign will promote the McCrispy sandwich becoming a permanent menu item

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To promote the re-release of the McCrispy sandwich in Sweden, burger giant McDonald’s commissioned a piece of classical music based around the crunch made when consumers eat the chicken sandwich.

Six-week campaign “The Crunch” was produced by Nord DDB, aiming to convey that the sandwich is “crispier than ever” and becoming a permanent addition to the quick service restaurant’s menu.

McDonald’s currently has 200 restaurants in Sweden, most of them independently owned, making it the country’s leading restaurant chain.

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