Tag: McDonalds

Australia – With the arrival of the Hot Honey Sauce on the menu of Macca’s, the global fast-food chain has launched a new distinct and delicious campaign as well as a t-shirt collab to encourage Aussies to ‘embrace the drip’.

Drawing on the modern cultural meaning of ‘drip’—which refers to stylish clothing—while also playing on its literal connection to the gooey Hot Honey sauce, Macca’s has partnered with the hottest Australian streetwear brand Culture Kings, to create a Hot Honey range inspired tee. Fans can buy the tees at Culture Kings Melbourne and online from Wednesday 19 March until they sell out, at which point the only way to get the custom drip is by ordering Hot Honey via the MyMacca’s app. 

It kicked off on Monday 17 March, when the collab was announced to fans along with a teaser to build hype, with Macca’s and Culture Kings dripping out their Instagram feeds, in the Hozier Lane store in Melbourne, and digital out-of-home placements. 

The fully integrated campaign–done alongside DDB Sydney–now hits screens, billboards, social feeds and more from today. With a sneaker drop-style launch event on Saturday 22 March at Culture Kings’ flagship store in Hozier Lane, fans can customise their t-shirt to make their drip even more one-of-a-kind. 

Amanda Nakad, marketing director of menu and brand for McDonald’s Australia, said, “You asked. We listened. Macca’s has seen more and more demand for chicken and we are always looking for ways to grow our range, so we can continue offering our customers even more choice when it comes to chicken. 

She added, “Macca’s runs have never been sweeter and we know when a new range drops, you and your crew are on your way. Our new Hot Honey range is a little sweet and a little sticky but will have you willing to risk it all, so our advice is – embrace the drip.” 

Meanwhile, Jack Nunn, Creative Partner at DDB Sydney, commented, “We borrowed from sneaker drop culture in how the campaign shows up and feels. It’s exciting and really fresh. Plus, I’m pretty keen to see Grimace rock one of the tees, I reckon he could pull it off.”

Indonesia – Embracing the spirit of Ramadan, McDonald’s Indonesia has partnered with Leo Indonesia to unveil a heartwarming campaign that highlights the power of family bonds and shared meals.

The campaign revolves around the concept of ‘Satu Rasa,’ which carries a dual meaning in Bahasa Indonesia: “One Heart, One Taste.” It reflects the deeply rooted belief that the dining table is more than just a place for meals—it is a sacred space where differences are set aside, and unity is fostered through the shared experience of food.

Bringing this concept to life, the campaign film follows two playful brothers—one tattling on the other for skipping his fast, sparking a mischievous retaliation at Suhoor. But as they break fast together at McDonald’s, their bond prevails, serving as a heartfelt reminder that family is life’s greatest gift.

The campaign also highlights McDonald’s Indonesia’s locally inspired limited-time menu, Ayam McD Lengkuas with Sambal Bajak. The film depicts how the aroma of the dish and the bold flavours of Sambal Bajak bring loved ones together, turning a simple meal into a meaningful moment. It reflects the broader cultural tradition of food as a unifying force, fostering connection across different backgrounds.

Caroline Kuriadjaja, associate director of marcomm at McDonald’s Indonesia, shared, “In Indonesia, we believe that the dining table is a powerful symbol of unity, where differences are dissolved and bonds are strengthened.” 

“This Ramadan, we wanted to honour this tradition by offering a meal that not only tastes delicious but also brings families closer. Our new Ayam McD Lengkuas with Sambal Bajak are more than just food; they are a catalyst for creating sweet moments of connection,” she added. 

McDonald’s Indonesia encourages families to embrace unity this Ramadan with its limited-time offering, Ayam McD Lengkuas with Sambal Bajak. The meal reflects the tradition of sharing food as a way to bring people together during the holy month.

Australia – As Aussies get back to the grind, Macca’s is reminding office workers that there’s a simple way to bring a little joy to routine, with eye-catching spreadsheet artworks in an out-of-home campaign.

Part of a wider “Return to routine-ish” campaign from DDB Sydney and OMD Sydney, the out-of-home ads target CBD office workers, showing there are more delicious things to crunch than numbers.

Built by certified ‘freak-in-the-spreadsheets’, Adam Bentley, DDB Sydney’s Creative Technologist, the artworks feature three iconic Macca’s products, prompting a cheeky post-meeting, office break or after-work Macca’s run.

The ads are running in more than 760 sites in and around the Sydney CBD, including digital OOH, office building lobbies, and even small-format elevator screens.

Jack Nunn, creative partner at DDB Sydney, said, “There’s nothing quite like a Macca’s run to break the humdrum of the day. With playful visuals and clever media placements, this campaign will cut through like a Guillotine on 80gsm printer paper.”

Meanwhile, Emily Bosler, managing partner at OMD Sydney, commented, “We are executing a tactical, programmatic digital out-of-home strategy to drive contextual relevance during key moments of back-to-work routine. Strategically selecting outdoor in high foot traffic CBD areas and in-office environments, allows us to effectively reach the ‘back to work’ audience and tempt them with a Macca’s run.”

Singapore – Eugene Lee, who was most recently the international chief marketing officer (IDL) at McDonald’s, has announced his departure from the company after spending 15 years with it. 

In a LinkedIn post, Eugene stated that it is time to step out of his comfort zone and explore a world beyond McDonald’s, using the skills he has learnt at this brand to build new things.

“I still remember my very first campaign as a young Marketing Executive – the 2009 Coke Glasses, and the excitement of seeing customers lining up for it at the restaurants. Who would have thought this Malaysian would eventually end up leading Marketing for 80x markets across the globe, spanning Latin America, Europe, Middle East, Africa and Asia as International CMO,” he stated.

He added, “When I reflect on my time with the brand, I realize that it’s the genuine relationships I’ve built with my teams that I’ll miss the most.”

In a quick conversation with MARKETECH APAC, Eugene reflected on his 15-year journey with McDonald’s, stating, “Over my 15-years, whether it was my days as a young marketing executive, or during my time as International CMO, I’ve learnt that “People will forget what you tell them, but they will never forget how you made them feel”. And this applies the most to marketing, where it isn’t about shouting about how cheap, how great, or how amazing your product is… it’s about making them feel something to create an impact.”

When asked for his reason for stepping down, Eugene noted that as he had just turned 40 in December, and after careful reflection, 15 years with a brand is a long time. At a personal level, he opened up how his prolonged travels was taking toll on his personal time with his family.

“I’m excited to be taking some time off for now to spend with family and friends, and be thoughtful about my next step. I’m [also] excited to explore different industries – especially my own passion points like e-sports, music or automotive,” he stated.

Prior to his international role, Eugene served as the regional chief marketing offcer at McDonald’s, and was responsible for the regional rollout of the highly-anticipated BTS x McDonald’s collaboration in April 2021.

Eugene joined the global fast-food chain in 2009 as a senior marketing executive, and has rose to the ranks over time, until he took on the role of marketing director for Malaysia in 2016. He was then promoted to senior director of marketing, strategy & insights in 2019 and then to regional director of marketing and menu for Asia in 2020.

Philippines – McDonald’s Philippines is celebrating long-lasting love in its latest #ForeverDate campaign, transcending age, just in time for Valentine’s Day.

The heartfelt film, ‘Love Ko ‘To Forever,’ celebrates steadfast love that lasts throughout decades, having McDonald’s as a witness to the relationship. Starring actors Eva Darren and Leo Rialp, the film shows how love continues to bloom in spite of ageing as the two set out on weekly McDonald’s visits.

The film, conceptualised by Leo Manila and directed by Film Pabrika’s Joel Limchoc, follows the story of a husband helping his wife prepare for their McDonald’s date, as her hand trembles from old age. 

As part of the campaign, McDonald’s is also inviting people to celebrate and share their ‘forever dates,’ whether with a partner or friend.

“In a time when social media is filled with stories of fleeting love and viral breakups, it’s good to be reminded that such love exists. We hope that by sharing this feel-good film this Valentine’s Day, we will fill our timelines with more heartwarming stories about true love. We started with this and now, we are looking forward to people sharing their own #ForeverDate stories,”Ada Lazaro, chief marketing officer at McDonald’s Philippines, said.

“McDonald’s has played an important part in countless love stories, so we loved the idea of showing how even simple acts – like sharing fries on a park bench – can provide genuine moments of happiness and reconnection. Now, by inviting others to share their own love stories, McDonald’s hopes to continue celebrating a demographic that’s often invisible in popular culture, while showing that love, in its purest form, is unyielding and timeless,” Raoul Panes, Leo Manila’s chief creative officer, commented.

Australia – McDonald’s in Australia is giving fans the chance to show their love for their favourite Macca’s side, with the new McSmart Meal campaign–done alongside DDB Sydney–featuring a selection of fan favourites. 

This year, customers can personalise their meal more than ever, getting a Cheeseburger, Small Fries and a Small Soft Drink, and then choosing from four iconic McDonald’s sides – 3pc Chicken McNuggets, a Cheeseburger, a Chicken ‘n’ Cheese, or a Small Sundae – all for $6.95. 

The campaign also celebrates this next level of choice with some unique personalities demonstrating their passion for some of Macca’s most-loved sides, whether they’re Sundae stans, Nug lovers, Cheeseburger buffs or Chicken ‘n’ Cheese fiends. 

Tobi Fukushima, head of value, promotions and delivery Marketing at McDonald’s, said, “We know our fans love variety and value, so we’ve added more choice to the McSmart Meal. This campaign is designed to give our customers the flexibility to enjoy their meal, their way.” 

Meanwhile, Jack Nunn, Creative Partner at DDB Sydney, said, “McSmart is a great deal and tapping into Macca’s fandom has been a great deal of fun.” 

Available for a limited time, the McSmart Meal campaign runs until March 4th. 2025. 

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. 

Singapore – McDonald’s Singapore is introducing a way to reward its customers through the new ‘Collect Quest’ campaign in-app, which leverages first-party data.

The launch of Collect Quest comes along with a campaign in a tie-up with Coca-Cola, OMD, and DDB.

Through the app, customers can accomplish a set of tasks to collect digital badges and get a chance to win iPhone 16 Pro, Google Pixel 9, and staycations among others.

Badges are given to McDonald’s app users depending on how they use the app and how long they have been members. Gamified apps are also available to capture users’ attention.

The campaign aims to celebrate its relationships with customers by analysing past app behaviour. At the same time, it also invites people to engage more with the app.

Its data-driven approach is supported by Google Analytics (GA4), allowing them to segment audiences based on app users. The strategy aims to maintain its users and recapture lapsed users.

Launched in Singapore on December 2, the campaign will also be rolled out in the Philippines, Hong Kong, Taiwan, and India.

Louis Yeo, head of performance at OMD Singapore, said, “We had the task of analysing and activating the wealth of McDonald’s data in a scalable and effective way. Together with Annalect and our partners at Google, we managed to achieve this through GA4 segments tied to specific app behaviours and patterns. Collect Quest is just an early step in our effort to leverage first-party data and personalisation to maximise campaign performance.”

“At McDonald’s, we love finding fun ways to connect with our customers and make each time memorable. With Collect Quest, we’re bringing extra joy and adventure, along with surprises and rewards all month long!” Drina Chee, senior director of marketing  and digital customer experience at McDonald’s, commented.

Singapore – McDonald’s Singapore, in collaboration with Migrant & Me charity, is celebrating the Deepavali festival through supporting migrant workers recovering from work-related injuries.

In an event held on Oct. 24, 2024, McDonald’s welcomed 18 migrant workers with meals. They also participated in a painting session of rangoli, a traditional Indian art form, highlighting Deepavali’s cultural significance.

The event is part of McDonald’s effort to promote inclusivity and a sense of community for the migrant workers. 

Additionally, McDonald’s will also gift 1,500 meals for recovering workers through food vouchers, which they can use at any McDonald’s restaurant.

The initiative marks McDonald’s second partnership with Migrant & Me.

“We are proud to continue our partnership with Migrant & Me. Deepavali is a celebration of community and inclusivity, and are values that resonate with us. This is a wonderful opportunity to recognise the contributions of our migrant heroes, and to foster a deeper sense of cultural appreciation in our community,” Benjamin Boh, managing director of McDonald’s Singapore, said.

Isabel Phua, executive director of Migrant & Me, commented, “Collaborating with McDonald’s once again for this meaningful event highlights the power of kindness and community. This partnership allows us to create a welcoming space where migrant workers feel valued and included. By engaging them in these celebrations, we’re fostering connections that transcend backgrounds.”

Philippines – McDonald’s has joined Scoliosis Philippines’ spinal health awareness movement as its bandit mascot Hamburglar joins the #StripesFitCheck campaign. 

After the campaign went viral, viewers found the stripes reminiscent of Hamburglar and tagged McDonald’s Philippines, sparking the collaboration.

In a popular #StripeFitCheck by Miss Universe 2018 Catriona Gray, she wore black-and-white stripes to show how people can detect scoliosis by wearing a fitted, horizontally striped shirt. 

@mcdoph

Replying to @camzchozas Burger lover na, #StripesFitCheck icon pa! Gawin niyo na rin, fam! 🤳 #ScoliosisAwareness #McDoPH

♬ original sound – McDo_PH – McDo_PH

Responding to the netizens’ tags, McDonald’s Philippines featured Hamburglar in a TikTok video to amplify the campaign. Doing the #StripesFitCheck, Hamburglar details how scoliosis detection can be made easy, encouraging more people to try it. 

The collaboration combines Scoliosis Philippines’ medical knowledge and McDonald’s audience to further spread spinal health awareness. 

Other celebrities and personalities have joined the #StripesFitCheck campaign, including Carla Abellana and Inka Magnaye. It encourages early scoliosis detection, aiming the fit checks to lead to check-ups if necessary.

According to Scoliosis Philippines, check-ups may be necessary if people wearing striped shirts find misaligned shoulders, ribs, or hips.