Hong Kong – McDonald’s Hong Kong has partnered with DDB Group Hong Kong to launch a nostalgic 50th-anniversary campaign, featuring the iconic Ronald McDonald benches popping up at 50 locations citywide, kicking off a year-long celebration of the brand’s enduring legacy.
As part of the campaign, DDB Group HK and McDonald’s HK have launched a citywide treasure hunt spotlighting 50 beloved Ronald McDonald benches. The hunt extends online via social media and the McDonald’s app, where participants can scan QR codes at each bench to register their finds and unlock fun facts, along with access to over 500,000 giveaways, including menu items and downloadable digital assets.
The treasure hunt’s grand prize offers a free Big Mac meal every day for a year, awarded to the first 50 participants who successfully collect all 50 stamps.
Additionally, a video featuring Softhard, the iconic Hong Kong rap duo associated with McDonald’s in the early 90s, showcases the pair placing benches in iconic locations across the city, serving as a captivating invitation for Hongkongers to join the treasure hunt. Complementing this, eight shorter videos will be released daily during the first week of the year, each spotlighting the historical significance of these locations while promoting a special daily value menu offer for customers.
As part of the anniversary celebrations, beloved McDonald’s characters like Grimace, Birdie, and Hamburglar will also make a grand return, appearing prominently across major outdoor media throughout the city. Adding to the festivities, a special Star Ferry wrapped in the campaign’s iconic imagery offered free rides to all passengers on the launch day, further amplifying the celebratory spirit.
Speaking on the campaign, Tina Chao, chief marketing and digital experience officer, said, “We are so excited to be celebrating 50 years in Hong Kong in a way that we hope will provide both some comfort of the past and optimism for the future. The fun treasure hunt will be a great way to kickstart our celebration. I’m really looking forward to everyone experiencing what we have planned for further festivities; it’s going to be a fantastic year!”
Andreas Krasser, CEO at DDB Group Hong Kong, added, “This is a very important milestone for one of Hong Kong’s most beloved brands, and we wanted to do something that really connected emotionally with customers. We know from social listening that for many Hong Kongers, the Ronald McDonald bench is somewhat like a time machine, allowing them to walk down memory lane. So, it was a no-brainer to start the 50th anniversary celebration with the bench.”
The Ronald McDonald bench, a globally recognised icon, embodies the cherished familiarity McDonald’s holds in the hearts of its customers. The treasure hunt and anniversary launch campaign will run until February 5th, spanning outdoor, TVC, print, in-store, social, and online media.
