McDonald's: Shogun and Tamago Bring the Love Back

McDonald's, an American fast food company, launched a campaign in Hong Kong to reengage consumers with Shogun and Tamago, two humanised characters of the Shogun burger.

Campaign details

Brand: McDonald'sAgency: OMD Hong KongCountry: HONG KONG

Marketing context

Still, in light of challenges posed by other fast food novelties, the legacy of Shogun and Tamago was fading. How could we revive the classic "love story" for better revenue growth of the 20th year old burger series?

Campaign planning

Think about "Somewhere in Time", "The Time Traveler's wife" and the "The Lake House", love stories of time travelers always engage. Our idea – "Bring the love back" is one of our own and we invited the audiences to be part of it.

Marketing...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands