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A Big Mac Launch with Big Name Talent

by Paramount Advertising

 

 

When McDonald’s introduced the Chicken Big Mac, they led with a simple but provocative question: “Is it really a Big Mac?” To spark a debate worthy of the menu remix, McDonald’s needed more than an ad–they needed a moment. That’s where Paramount stepped in.

 

The Challenge: Create a conversation that feels genuinely “fan-to-fan"

Launching the Chicken Big Mac required more than just awareness. McDonald’s wanted to reimagine the Big Mac category completely, and spark a playful debate across audiences, especially with younger consumers who respond most to creator-led, culturally immersive content.

To watch the clip, click here or click the image above.

The Solution: Pair a modern creator icon with a beloved Paramount star

McDonald’s identified a unique creative unlock: Kai Cenat is, in many ways, a modern-day “iCarly” – a creator who built a massively loyal audience through unscripted, personality-driven livestreams.

 

So, Paramount brought in Miranda Cosgrove, the face of an iconic franchise built on internet fandom, to join Kai live on stream for a special crossover segment: “KaiCarly.”

 

Together, they sampled the Chicken Big Mac, compared it to the original and recreated the playful spirit of iCarly with IP nods including music, tone and fan-favorite callbacks. The moment felt strangely familiar and entirely new at the same time, bridging generations of fans and lighting up social feeds.

 

This wasn’t about celebrity endorsement. It was about activating Paramount IP in a way that felt native to internet culture, giving fans a crossover they didn’t know they needed.

 

The Results: A cross-over that delivered massive earned attention

The Chicken Big Mac campaign, powered in part by the “KaiCarly” collaboration, became one of McDonald’s strongest engagement drivers in recent history:

This collaboration proved what we know to be true: IP plus creator culture creates real, measurable fandom energy. By pairing Miranda Cosgrove with Kai Cenat, Paramount helped McDonald’s tap into two powerful, multi-generational fandoms at once.

 

Sourcing: Shorty Awards, Wieden+Kennedy

 

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