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"Awesome" Chicken Tatsuta and Chicken Tarta Now Available! Collaboration with "Reverse Othellonia" Also Announced
On February 1, McDonald's Japan held a launch event at the McDonald's Shibuya Toei Plaza store in Tokyo for its new products "Sugo" "Chicken Tatsuta" and "Sugo" "Chicken Tarta," set for nationwide release on February 7.
The popular "Chicken Tatsuta," first introduced in 1991, is undergoing its first-ever renewal. By increasing the egg yolk in the sauce by 1.5 times, it achieves a richer, more intense flavor. The product name was also renewed to "Sugo" "Chicken Tatsuta," using a single character to express the renewal's key feature. The "Chicken Tarta," introduced as a rival to Chicken Tatsuta, has also been renewed as "Sugo Chicken Tarta." This involves increasing the egg content in the tartar sauce by 1.5 times, allowing customers to enjoy the plump texture of the egg whites and a deeper, richer flavor. Pre-sales for both menus began on the 1st, limited to four stores in the Shibuya area.
Senior Executive Officer and Head of Marketing Mitsuru Adachi explained the appeal of the new products, stating, "Some long-time Tatsuta fans might be concerned about the renewal. We'll patiently persuade the passionate fans who only care about the original Chicken Tatsuta." He also revealed a conversational Twitter campaign. Depending on whether users express approval or disapproval of the renewal, they will receive different videos.
Guest YouTuber Hikakin commented, "I buy and eat McDonald's new burgers on release day. I feature them in my videos, and I personally love McDonald's. I'm excited to try the new menu I named 'Sugoi' (Awesome)." After tasting both new items, he smiled and said, "As a YouTuber, I'm thrilled to be among the first to try these menus. True to its name, the amazing flavor really comes through."
Next, Taku Koshira, producer at DeNA, introduced a limited-time collaboration campaign with the company's mobile battle game "Reversal Othellonia."
Collaboration Special Site:
https://mcd.cpn-othellonia.com/
Various initiatives will be held, including the "Commemorative Special Mission" where purchasing new items during the period grants limited collaboration characters and coupons usable at McDonald's stores, as well as store-exclusive arena events. DeNA will air a TV commercial featuring actor Shono Hayama and Hikakin starting February 9th.
On stage, Hikakin and Head of Department Adachi faced off in "Reversal Othellonia." Hikakin confidently declared, "I can win in just a minute and a half!" but the result was a decisive victory for the Head of Department.
McDonald's Official Website:
http://www.mcdonalds.co.jp/campaign/tatsuta_taruta/
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