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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 , 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."