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To get the brand’s new Buttermilk Crispy Chicken Tenders flying out the door in test market, we brought McDonald’s an insight that dropped lunchtime and focused instead on dinner.  By asking ‘who’s making dinner?’ we proved how McDonald’s legendary convenience & value was super-relevant for chicken-cravers enduring long waits at KFC, Chick-fil-A & Popeye’s.  Demand was so high that McDonald’s ran out of product…giving the brand the sales results & confidence to take advantage of this golden opportunity and launch nationwide.