McDonalds has launched a multiplatform marketing campaign in China entitled ‘ChickiLeaks’, adage.com reports. This initiative is held by the restoraunt chain in collaboration with Chinese video hosting service Tudou and is running on TV as well as the Internet at the campaign’s microsite and a variety of online videos posted at the mentioned video hosting hub.

McDonald’s that owns about 1300 restaurants in China, has been facing a necessity to ‘localize’ its offer and adjust it to the demands of the Chinese consumer who prefers chicken over beef known as a brand’s key ingredient. That’s why, in order to persuade the local consumer that McDonalds is expanding its offer of chicken-containing meals and uses only high-quality and ecologically safe chicken meat, the brand came up with the idea of ‘Chickileaks’, an online hub showcasing Mc’Donald’s passion for chicken.  The numerous online videos posted both at Chickileaks and on Toudou show how chicken are treated, where they live, and what they eat so that the consumer may see with their own eyes that next time they pop into McDonald’s they will be eating healthy chicken meals.

In a video ad, produced by TBWA Shanghai, a young boy is seen playing with the newly-hatched chicken and the tagline says: «The process of growing has no shortcuts».

According to advertising.chinasmack.com, the current campaign by the global brand is an effort by McDonalds to win customers from its N1 rival on the Chinese market KFC.