Link to slides (made in 2022)
When Kish first tried kimchi, she “wanted to pile it high on top of a McDonald's quarter-pounder” to cut through the greasiness of the burger (Bon Appetit).
Ask:
Create a public relations plan to increase brand awareness and launch it in a new market for any brand.
Insight:
People feel more compelled to enjoy fast food when there’s a cause, authenticity, and inclusion behind it.
Strategy:
Launch “Kristen’s Knockout Kreations”, a new Korean cuisine inspired menu set in collaboration with queer Korean-American celebrity chef Kristen Kish
- Release it during May (AAPI Month) and June (Pride Month ) to pay homage to Kish’s Korean heritage and her queer identity
- Donate 15% of proceeds to:
- Ali Forney Center, a community center based in NYC supporting LGBTQ homeless youth in the U.S. (Kish mentioned in Tasting Table interview)
- Heart of Dinner, an organization in NYC fighting food insecurity of Asian American seniors by delivering care packages.
-
Emphasize McDonald’s image as a diverse & inclusive brand
- Attract Asian and/or LGBTQ+ consumers, McDonald’s fans, and Kristen Kish’s fans
- Create awareness & drive sales of McDonald’s
- Increase McDonald’s media coverage in LGBTQ+, Asian, and food/cooking related publications by reaching out to journalists covering similar topics
Influencer Strategy
Promote the new menu with:
- Celebrity chefs who are connected to Kish
- Instagram foodies who are part of the Asian and/or LGBTQ+ community
- Promote through pictures of the menu items with review written in the caption or a video of the influencer eating & reviewing the menu
- Purpose: Reach Instagram foodies, Gen Z, and fans of Kish
Timeline