Customers can name the price at McDonald’s pop-up restaurant in campaign by DDB HK
DDB Group Hong Kong is behind McDonald’s latest campaign that aims to give the brand’s Quarter Pounder with Cheese (QPC) a refresh with an unexpected twist.
Through a unique, eye-opening experience, the campaign elevates the QPC from a ‘taken for granted menu item’ to an icon of quality, featuring new premium versions of the burger.
McDonald’s and DDB Group Hong Kong partnered with renowned Mauritian-Hong Kong chef, Christian Yang, to open a pop up restaurant that would convince even the most skeptic of the QPC’s superior quality and taste.
The restaurant’s menu featured just three burgers; the Quarter Pounder Aloha Heat, the Quarter Pounder Alpine Delight and the classic Quarter Pounder with Cheese. Everything about the restaurant appeared to be normal at first. The twist however, the burgers were not priced. Instead, customers were asked to pay only what they thought the burgers were worth. Only then did ‘Food Magician’ Christian reveal that these were in fact McDonald’s burgers and what the actual price was.
The whole experience was filmed with hidden cameras in a fly-on-the-wall documentary style, which has been viewed more than 100,000 times in just two days.
The campaign was complemented by unbranded 15-second teaser ads, a thematic 30-second TVC, and digital ads on various platforms.
Andreas Krasser, Planning Director at DDB Group Hong Kong said, “Chef campaigns usually build and rely on the chef’s popularity. Ours on the other hand leveraged Christian’s status and vibrant personality, while at the same time allowing the product and brand take centre stage. Through the campaign we reinforced that in the end it’s always the food that matters the most.”
Yvonne Tang, Senior Director, Marketing at McDonald’s Hong Kong explains, “DDB Group Hong Kong helped us to create a real eye-opening experience that convinces Hong Kongers that the QPC is worth a second try. By giving them a price surprise, we showed them that value really is a state of mind.”
Credits –
VP Regional Director: Peter Rodenbeck
Planning Director: Andreas Krasser
Senior Planner: Adrian Tso
Group Creative Director: O’Poon
Creative Directors: Paul Yu, Wilson Ang, Timothy Li
Senior Copywriter: Joe Ting
Senior Art Directors: Colin Siu,Buzz Kwok
Copywriter: Benjamin Chan
Designer: Mandice Wong
Assistant Art Directors: Emily Kam, Iris Law
Head of Broadcast: Annie Tong
TV Producer: Denise Wong
Senior Account Director: Jan Lee
Account Director: Koman Ko
Account Manager: Koey Kong
Account Executives: Barry Tang, Ava Yau
Media Agency: OMD Hong Kong
Business Director: Germaine Tse
Group Head: Tiffany Cheng
Senior Buying Manager: Eppie Tsang
Senior Buyers: Pez Mo, Verna Kwan
Media Planner: Phoebe Ng
Digital Media Planner: Mabel Ho
TVC Directors: Maisy Choi – Such Films