McDonald's Hong Kong kicks off 'McValue lunch' campaign

McDonald's set out to differentiate its lunch offering from that of the many other quick service restaurants in Hong Kong and create a positive connection with the brand.

DDB Group Hong Kong found a clear message among young, working adults, expressing that lunch is a sacred time when they can leave work behind and have fun with colleagues. It's 'we time' not 'me time' and a favourite time to gossip, catch up, connect with colleagues and recharge for the long afternoon ahead.

The agency went on to position McDonald's as the natural place for bosses and co-workers to let their hair down, making the special hour more special with the new McValue lunch.

"We’re turning lunch hour into happy hour, so now you’ll see all sorts of smiles happening at McDonald’s Lunch," said a release.

Credits:

DDB Hong Kong

Executive creative director Jeffry Gamble
Creative director Paul Chan, Shi Ping Ong
Associate creative director Cheng Ha Lo
Senior art director Gloria Fung
Art director Sum Leung
English copywriter Thomas Selby
Business director Irene Tsui
Account manager Rainco Lam
Senior account executive Koman Ko