McDonald's: A new Big Mac for a new generation

Fast food brand, McDonald's, successfully challenged Gen Z's perception of the Big Mac as outdated and irrelevant through a brand partnership with a rising pop idol in Hong Kong.

Campaign details

Brand: McDonald'sBrand owner: MHK Restaurants LimitedLead agency: DDB Group Hong KongContributing agency: OMD Hong KongMarket: Hong KongSector: Restaurants & takeawaysMedia channels: Livestreaming, Merchandise & free gifts, Mobile & apps, Online video, Point-of-purchase, in-store, Social media, Virtual & augmented relaity, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

How do you get Gen Z excited about the Big Mac when they think of it as their dad's burger?

The answer: rather than promoting the Big Mac, you create a shared cultural moment....

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