A campaign that perfectly blends irresistible tunes, crave-worthy McNuggets, and feel-good family vibes all rolled into one. McDonald’s teamed up with rising star Chika Di to light up Hispanic Heritage Month, creating a campaign that speaks directly to Hispanic Gen Z.
From the moment you hear Chika Di’s infectious track, “Oh la la,” from her debut solo album, you feel the energy in the campaign content. And the goal was simple: boost awareness for McDonald’s mobile app and rewards program, but the execution? Flawless. Prove me wrong! Go watch/listen and I promise you it’s the kind of vibe that makes you dance—even if, like me, you’ve got two left feet. (Sorry to my coworkers having to watch the silent disco while I wrote this, I blame the beat!)
But this campaign is about more than just racking up clicks and likes. It’s about building a deeper connection with an audience that craves authenticity, culture, and—of course—some seriously tasty food.
Why work with emerging artists? Let’s start with the proof—check out the comments on this campaign. You’ll see a flood of congrats and pure excitement from fans who get what a partnership like this means for Chika Di. Now tell me that level of hype doesn’t build some major love for McDonald’s. And while you’re at it, go stream Chika Di on Spotify—hearing her music in an ad is one thing, but her whole album is next-level catchy—you’ll realize why she’s the perfect match for a brand looking to elevate fresh, authentic talent.
But let’s talk ROI—because those feel-good moments are just the start. When brands dig deep to truly connect with their audience, they unlock serious returns. This is especially true with Hispanic audiences, where cultural nuances matter. Sure, partnering with big Latin music stars has its place, but if you really want to drive sentiment, boost engagement, and even influence purchase behavior, it’s all about having a more personal, targeted conversation. Trust me, the more you show your audience you truly see them, the better the results.
One of the most special parts of this campaign, imo . . . the family vibe Chika Di brought to the table—literally. The client was immediately drawn to the authentic, close-knit energy she radiates, and it was that energy that sets this campaign apart. When Chika showed up at the shoot, she didn’t just come alone; she brought her entire family along for the ride, making this more than just a brand partnership—it became a family affair. And Chika’s passion for including her family wasn’t just a request—for her it was a non-negotiable. She wanted them in the spotlight with her, and honestly, it made the content feel even more genuine and heartfelt.
And can we talk about her outfit in the IG content? When she arrived at the shoot, she didn’t just “get the assignment,” she nailed it. A red outfit with yellow floral earrings? Talk about on-brand perfection. In the words of McDonald’s itself—I’m Loving It.
Diana Trujillo, known as Chika Di, is a Colombian-born artist whose passion for music began in her hometown of Medellin. Starting with traditional Colombian music, she moved to California at 19 and joined the salsa band La Misa Negra, contributing to their Latin Billboard hit “Duena de Mi” and landing TV placements. After touring for a decade, Diana launched her solo career in 2020. With five releases blending Latin, electronic, Afro, and pop, her music has featured in shows like “Euphoria.” A GRAMMY voting member, she’s set to release her album in February 2024.
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Craig Rector