Created by Leo Burnett London, McDonald’s has released a campaign starring TV personality Maya Jama to promote its new McCrispy chicken burger.

“Chicken for chicken lovers” opens with a behind-the-scenes shot of Jama about to sink her teeth into a McCrispy. She goes on to gatecrash people’s intimate chicken moments, as they all express their love for the McCrispy – McDonald’s first new permanent chicken burger in 15 years. These intimate chicken moments range from discussing the McCrispy at the water cooler to a man driving his grandson to university for the first time.

Jama is not the only famous face to appear in the campaign, as she pops up in the lives of comedian Keith Lemon, actor and rapper Michael Dapaah and YouTube gamer Elz The Witch.

“This campaign is a shining example of the populist creativity that Leo Burnett champions,” Mark Elwood, executive creative director at Leo Burnett UK, said.

“With references that appeal to a wide audience, the McCrispy campaign ties in various aspects of UK culture: from enjoying a Maccies at your desk, to tucking in during the drive to uni… the ad aims to resonate with all UK chicken lovers.”

Steve Howells, marketing director of McDonald’s UK & Ireland, said: “McCrispy is our most exciting chicken launch in years, with chicken-loving celebrities giving our new crispier, crunchier chicken burger their seal of approval.

“We can’t wait for McDonald’s fans to try this game-changing addition to our menu and of course, to see the ad.”

This article was originally published in Campaign.