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Fast food brand, McDonald's, successfully challenged Gen Z's perception of the Big Mac as outdated and irrelevant through a brand partnership with a rising pop idol in Hong Kong.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's Brand owner: MHK Restaurants Limited Lead agency: DDB Group Hong Kong Contributing agency: OMD Hong Kong Market: Hong Kong Sector: Restaurants & takeaways Media channels: Livestreaming, Merchandise & free gifts, Mobile & apps, Online video, Point-of-purchase, in-store, Social media, Virtual & augmented relaity, Word of mouth, influencers 500k - 1 million

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