Campaign details
Brand: McDonald'sBrand owner: MHK Restaurants LimitedLead agency: DDB Group Hong KongContributing agency: OMD Hong KongMarket: Hong KongSector: Restaurants & takeawaysMedia channels: Online video, Packaging & designs, Public relations, Social media, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
Despite quick service restaurant McDonald's Hong Kong serving more than 1 million customers each day, not everyone was truly 'lovin' it'. A very social media-savvy minority of vegans was actively hatin' on the Golden Arches. Knowing that it would take more than a...