The fast-food chain is debuting a range of four wraps: sweet chilli crispy chicken; grilled chicken salad; spicy vegetable; crispy chicken and bacon.
Priced £1.99, they are packaged in a way that enables consumers to eat them on the move. To highlight this, the brand will target consumers with an experiential push. Street performers will challenge consumers to perform everyday tasks while carrying a wrap.
The most entertaining ideas will win prizes including an Amazon Kindle. Filmed clips of the winners will be available to view on a dedicated YouTube channel.
McDonald's will also promote the range with a TV ad by Leo Burnett that uses the line "Too good to put down".