McDonald's: Heavenly Fried Chicken

Leon Liu, Green Kuo, Song Wu

In 2020, the McDonald's brand concept is updated, hoping to provide safe and delicious food with super value and low price, so that consumers can truly feel the happiness and beauty of life, and further enhance the brand's favorability and recognition.

Case details

Brand: McDonald's

Brand owner: McDonald's China

Main Agency: BBDO China

Holding Group: Omnicom

Put on the market: Mainland China

Delivery time: February 25, 2020-March 2, 2020

Industry: Catering

Media channels: social media, mini programs

Budget: 300,000

Case summary

The catering industry has suffered a cliff-like blow under the influence of the epidemic. Even though McDonald's has basically resumed operations, consumers' motivation to place orders is still sluggish. However, quarantine at home has kept people’s simple desire to "want to eat fried chicken". During this period, at least 60,000 netizens...

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