Challenge:

MB Chicken, the Canadian fried chicken brand, came to us with a bold ambition — to break into the UK market and make a name for themselves in one of the toughest categories going: fast food.

With UK fried chicken and burger heavyweights dominating both above-the-line and digital channels, MB Chicken needed more than just a launch; they needed to out-out-of-home the competition. The brief was clear: build awareness, drive footfall, and make MB Chicken the talk of London.

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Our Idea:

We knew we had to go toe-to-toe with the biggest players — and win on smarts, not spend. The solution? Clever placement across multiple OOH formats, hitting commuters, drivers, and pedestrians at just the right moment.

We developed a placement-first strategy designed to get MB Chicken in front of people when hunger was at its peak. From roadside billboards and high-footfall street panels to Underground formats, to lamposts, we created an always-on presence that was impossible to miss.

And because MB Chicken’s artwork was bold, clean, and witty (“Tried the best yet?”, “Here for the best, eh?”), we knew it would sing in the public space. The Canadian-flavoured tone gave them a distinct voice in a crowded category.

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Execution:

Our in-house experts fought to secure placements usually cornered by the category giants, including tricky high-footfall formats on the London Underground. This mix of formats allowed MB Chicken to dominate the local area and capture attention across multiple touchpoints.

✅ Roadside billboards along commuter routes
✅ High-footfall Underground placements (ticket gates + escalator panels)
✅ Street banners near key retail and transport hubs
✅ Consistent creative and copy across all formats

By owning the streets near their new stores, we gave MB Chicken the kind of visibility usually reserved for the UK’s biggest fast-food names.

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Why It Worked:

The campaign worked because it wasn’t just advertising — it was smart, strategic brand building.

• Clever placement: We put MB Chicken where the competition wasn’t, ensuring stand-out visibility.
• Expert planning: We pinpointed the key commuter areas near their newest stores.
• Expert buying: Our team fought for the best formats, securing high-impact  sites despite the category being tightly guarded.
• Strong creative: MB Chicken’s bold, witty artwork gave people a reason to notice, remember, and talk.

The result? MB Chicken didn’t just arrive in the UK — they landed with impact. They proved that with the right media strategy and fearless creative, even a challenger brand can outshine the market leaders.

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