McCrispy: Pay in Cash, Card, or Crunch.
The only burger that brings you the Sound of Joy, if you sing it.
What if you could sing your way to a McCrispy? No cash, no card, just a CRUNCH.
McDonald’s UAE, in collaboration with FP7McCann Dubai, has launched a unique campaign that turns sound into currency and proves one thing: some sounds are too good to forget. To introduce the McCrispy, McDonald’s UAE’s newest, crispiest chicken burger, this campaign spoke to a nation of 200+ nationalities and 30+ languages using just one universal word: CRUNCH.
Because at McDonald’s UAE, food is the ultimate love language. And once you hear that crunch, you can’t unhear it.
A Sound So Good, It Became Music
Every great bite starts with a crunch, but McDonald’s UAE took that signature sound and made it into something bigger – music. A 10-track album where every lyric, every beat, every chorus revolved around one word: CRUNCH. From Cruncherific rock to Crunchtastic dance beats and Crunchtraordinary pop, the tracks turned the unmistakable crispiness of McCrispy into an anthem of its own.
But the sound didn’t just stay online, it echoed everywhere. From homes, balconies, cafés, radio waves, to universities the crunch became inescapable. McDonald’s UAE even partnered with Spotify, launching a McCrispy x Spotify playlist designed for every mood, ensuring that no matter where you were, the sound of crunch was always just a tap away.
Pay with Crunch. Eat with Joy.
And because some sounds are worth more than money, on February 27th, for one hour, McDonald’s UAE let customers pay in Crunch. No cash? No problem. If you stepped up and sang one of the Crunch songs, you walked away with a free McCrispy. McDonald’s UAE became the stage, customers became the stars, and the sound of joy filled every restaurant.
“We continuously seek innovative ways to engage with our customers and elevate the brand experience,” said Hassan Abouezzeddine, Senior Marketing Director at McDonald’s UAE. “Our long-standing partners at FP7McCann brought forward a powerful idea—translating the crunch of McCrispy into music. This campaign was more than just an ad; it turned sound into an interactive experience. By merging sound, storytelling, and engagement, we created a unique moment that connected with our diverse audience in a way that was both relevant and memorable. This collaboration exemplifies how strategic creativity can reinforce brand love and drive deeper customer interaction.”
Federico Fanti, Chief Creative Officer, FP7McCann Dubai, added: The McCrispy’s crunch isn’t just a sound; it’s an experience, a feeling, a moment of pure satisfaction. We wanted to amplify that moment and turn it into something bigger, something that lives beyond a single bite. By transforming crunch into music, we created a universal language, one that brings people together through sound, rhythm, and pure joy. Because when something is this good, you don’t just taste it, you hear it, you remember it, and you keep coming back for more.”
Credits list
Creative Agency
FP7 McCann:
Federico Fanti – Chief Creative Officer
Nayaab Rais – Executive Creative Director
Sana Omran – Head of Business Leadership
Karim Takieddine – Account Director
Paulo Engler – Senior Creative Director & Head of Art
Jonathan Cruz – Creative Director
Bruno Montoro – Associate Creative Director
Liam Galt – Associate Creative Director
Diego Fernandez-Cid – Senior Copywriter
Roy Sebastian – Senior Art Director
Murilo De Paula – Senior Editor
Kaue Akimoto – Senior Motion Designer
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McDonald’s UAE:
Osama Elchamaa – Senior Marketing Consultant
Reem Bitar – Senior Marketing & PR Consultant
Neha Nagpal – Senior Digital Marketing Manager
Netizency:
Jana Khabbaz, Social Media Executive
Natacha Karkour, Social Media Director
Hind Mahdi, Social Media Manager
Eman Fawzi, Senior Social Media Executive
UM:
Ruqayiah Al Usman – Director Integrated Planning
Faisal Javed – Media Manager