by AKANI CHAUKE
JOHANNESBURG, (CAJ News) – MCDONALD’S South Africa has launched a nationwide campaign celebrating the return of its popular Chicken Foldover, marking both the product’s enduring consumer appeal and the brand’s 30th year in the local market.
Introduced more than two decades ago, the Chicken Foldover has built a loyal following as a lighter alternative to traditional burgers.
The menu item features two grilled chicken patties, fresh salad, and a choice of garlic mayonnaise or spicy sauce, all wrapped in warm flatbread.
Dan Padiachy, Chief Marketing Officer at McDonald’s South Africa, said the campaign underscores both consumer demand for chicken-based meals and the brand’s commitment to innovation.
“The campaign’s tagline, *‘If You Know, You Know,’* reflects the Foldover’s growing reputation as a flavour-packed option that resonates locally,” Padiachy said.
“As we celebrate three decades in South Africa, we remain committed to offering relevant, convenient, and delicious choices for our customers.”
Chicken has become an increasingly important category in South Africa’s quick-service restaurant sector, where affordability, health-consciousness, and variety influence consumer preferences.
Analysts note that leading fast-food chains, including McDonald’s, KFC, and Nando’s, have expanded chicken-focused menus to remain competitive in a shifting market.
The campaign also integrates digital engagement, with exclusive offers via the McDonald’s App, along with promotional incentives such as a chance to win an all-expenses-paid trip to Greece or a Samsung Galaxy Z Fold7.
The initiative blends product nostalgia with modern marketing, leveraging social media hashtags like #ThoseWhoKnowKnow and #IYKYK to tap into younger audiences.
The Chicken Foldover is now available at McDonald’s restaurants nationwide, with the campaign expected to drive both brand engagement and sales during the anniversary period.
– CAJ News
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