There’s really not much more to add. People like bacon. McDonald’s Hong Kong adds bacon to the Big Mac. People go nuts. That’s the premise for this new spot and we approve.
The campaign sees McDonald’s partner with Keung To, one of the city’s most popular up-and-coming musicians. His nickname happens to be Keung “B” and now apparently that “B” is for bacon. The young artist won the Ultimate Song Chart Awards.
In a new campaign, developed by DDB Group Hong Kong, Keung B is bringing back the Big Mac Chant, with updated bacon lyrics and adding his own flair.
McDonald’s has collaborated with ViuTV, having its 11 up-and-coming influencers from the “King Maker” competition all participate in the new Big Mac with Bacon Chant challenge. “It was a great opportunity to collaborate with McDonald’s in this new Big Mac Campaign, I think our viewers will be very excited to join in the fun,” said Lofai Lo, Director and General Manager, ViuTV.
Fast-food fanatics will be able to create their own Big Mac with Bacon Chant renditions with specially developed Karaoke Instagram Filters. Keung To will pick his favorite 100 chanters and surprise them with a limited edition Big Mac gift.
“We are delighted to be partnering with ViuTV as well as Keung To, a remarkable talent who has reached iconic status in record time, to promote our iconic burger in exciting new ways. We are confident that together we can create a new generation of Big Mac lovers in Hong Kong,” added Tina Chao, Chief Marketing and Digital Experience Officer of McDonald’s Hong Kong
The campaign kickstarts with a Keung To live-stream event today, and officially launches next Monday March 1st, featuring elements across multiple digital and social channels, instore AR, TVC, and OOH. The campaign will run until the end of March.
Agency: DDB Group Hong Kong
VP Regional Director, DDB Asia: Peter Rodenbeck
Chief Executive Officer: Andreas Krasser
Associate Strategy Director: Garron Chiu
Group Business Director: Maggie Cheung
Executive Creative Director: Frankie Fung
Creative Team: Tony Cheung, Iker Lin, Roden Chau, Man Chiu Chan, Venus Li, El-len Wong & Charmaine Wong
Account Team: Jim Leung, Carrie Ma, Irene Lo & Michael Chow
Director: Steve Yuen – Twelfth Film Ltd.
Media Agency: OMD