McDonald's Hong Kong: Repairing a relationship in 12 weeks
Andreas Krasser and Peter Rodenbeck
Campaign details
Brand owner: McDonald's Hong KongLeading agency: DDB Group Hong KongContributing agency: OMD Hong KongBudget: 1 – 3 millionCountry: Hong KongIndustry: Fast food, takeaway outlets; Restaurants and takeawaysMedia: Internet - search; Newspapers; Sales promotion; Television
Market background and cultural context
In the summer of 2014, China and Taiwan had been harshly hit by several food safety scares. The impact spilled over into Hong Kong, where local residents became more skeptical about their...