McDonald’s has launched its latest collaboration, partnering with Kai Cenat, a popular Twitch streamer, to introduce the Chicken Big Mac to U.S. audiences. This limited-time menu item, available from October 10, 2024, swaps the classic beef patties for tempura-battered chicken, giving a fresh twist to the iconic Big Mac sandwich. While the Chicken Big Mac has already found success in international markets like the U.K. and Canada, this U.S. debut comes with a unique promotional strategy involving Cenat, whose massive online following among younger consumers aligns perfectly with McDonald’s target demographic.
In a creative marketing campaign, Cenat’s involvement with McDonald’s includes live streams where he and his celebrity friends will taste the Chicken Big Mac and share their unfiltered reactions with fans. This engagement builds on the trend of influencer-led marketing, aiming to boost the sandwich’s appeal through viral buzz and real-time interaction across social platforms like Twitch and Instagram. Fans of Kai Cenat have been especially excited, as the collaboration marks a milestone for the streamer, who has risen to fame with a loyal fanbase and various successful brand partnerships.
One notable element of this campaign is its nod to an old prank that Cenat pulled in 2021, where he ordered a Big Mac at a drive-thru with a church choir singing the order. The new McDonald’s ad recreates this moment, with a gospel choir backing Cenat as he pulls up to order the Chicken Big Mac. This creative callback not only adds humor but also strengthens Cenat’s connection with the brand, celebrating both his growth and the collaboration itself.
While some fans initially speculated that Kai Cenat might get his own special McDonald’s meal, similar to previous celebrity partnerships like BTS and Travis Scott, this hasn’t materialized—yet. Instead, Cenat’s role focuses on promoting the Chicken Big Mac in a way that connects with his audience, drawing attention to the new sandwich while keeping McDonald’s in the conversation among younger consumers. However, given the success of Cenat’s partnership with McDonald’s, many believe a full-fledged “Kai Cenat Meal” could still happen in the future.
The Chicken Big Mac itself is a relatively simple concept: two crispy chicken patties, lettuce, pickles, onions, and the famous Big Mac sauce, all sandwiched between a sesame seed bun. It’s a bold move for McDonald’s, playing into both nostalgia and novelty by maintaining the structure of a Big Mac while appealing to chicken lovers. This rollout is seen as part of McDonald’s broader strategy to keep evolving its menu while leveraging popular culture through partnerships with digital influencers.
In conclusion, McDonald’s collaboration with Kai Cenat highlights the power of influencer marketing in the fast-food industry, especially as brands seek to engage younger audiences through interactive and culturally relevant campaigns. The Chicken Big Mac is expected to generate significant attention during its limited run, not only due to the novelty of the product but also because of Cenat’s massive influence in the digital space. Whether this marks the beginning of more such partnerships remains to be seen, but it undoubtedly sets a new standard for how fast food chains can connect with their customers in the age of social media.