McDonald's Hong Kong: Repairing a relationship in 12 weeks

Andreas Krasser and Peter Rodenbeck

This case study demonstrates how McDonald's, the fast food retailer, responded to a series of food safety scares in Hong Kong, with a brand recovery plan that grew brand scores and sales.

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...

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