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By John Glenday, Reporter

February 10, 2023 | 2 min read

Nord DDB has worked with the fast-food chain on digital food trucks to launch its new Crafted Chicken burger.

McDonald’s is taking the out-of-home market into a new dimension by transforming run-of-the-mill billboards in Sweden into digital food trucks.

To mark the rollout of a new fried chicken burger, billed as a homage to street food culture, the fast food brand is offering the public the chance to tuck into a Crafted Chicken burger free of charge for 24 hours only.

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Shrinking the gap between recognition and consumption the hi-tech solution gives passersby a taste of the chain's newest menu item without having to reach for your wallet.

Launched in two locations close to existing McDonald’s outlets the set-up sees patrons scan a QR code at the display to obtain a coupon which may be redeemed in the McDonald's app for pickup at a nearby restaurant.

Staffan Ekstam, marketing director of McDonald’s Sweden, commented: “Our new burger is inspired by the rustic and tasty street food culture, both in terms of how it is prepared and seasoned. Therefore, it felt fun to really go all in and create a food truck as well, but in a modern and digital way.”

McDonald's alternative OOH approach previously found an outlet in a ‘walk-thru’ billboard in London.


  • Advertising agency: Nord DDB

  • Photography: Havelle

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