McDonald’s Hong Kong launches burgers without patties
McDonald’s Hong Kong is once again changing Hong Kongers’ perception of what a McDonald’s burger looks like.
DDB Group Hong Kong is behind the brand’s latest eye-opening experience that continues McDonald’s Hong Kong’s efforts to democratize premium burgers.
Partnering with celebrity chef Gabriel Choy, who was the first Asian winner of the College Scholarship organized by the Hell’s Kitchen host and has worked in several Michelin restaurants in the UK, the campaign centres on surprising customers with a patty-less burger experience. In collaboration with McDonald’s, Gabriel has leveraged his food science background and passion for details to craft a pulled chicken burger, like you would only see in high-end burger joints.
To kick-start the campaign and create intrigue, unbranded food trucks were stationed at King’s Road in Quarry Bay and Granville Road (near East Ocean Centre), in East Tsim Sha Tsui serving up the unexpected pulled chicken burgers. The trucks ran with the slogans “A burger without patty”, highlighting the unique make up of the product and inviting Hong Kongers to come and try.
The intrigue was amplified by an unbranded 30-second teaser, before a thematic 20-second TVC, digital ads on social media and press ads in UMagazine and Touch finally revealed that McDonald’s was behind this mysterious and mouthwatering appearance of a new burger in town.
The whole food truck experience was filmed with hidden cameras in a fly-on-the-wall documentary style. A reveal video running online highlights the burger’s unique make up and ingredients, and surprising customers with the unconventional format of the burger and the truth the burgers were actually made by McDonald’s.
Yvonne Tang, Senior Director, Marketing at McDonald’s Hong Kong, said, “Gabriel’s visionary approach to enhancing local taste palettes made him the perfect chef to introduce a new and modern burger to Hong Kong. The texture and structure of the pulled meat burgers are relatively new to Hong Kongers, Gabriel uses techniques to create amazing dishes that truly surprise diners with their tastes.”
O’Poon, Group Creative Director at DDB Group Hong Kong said, “This collaboration shows McDonald’s continues dedication to making premium burgers available to the masses. Partnering with Chef Gabriel clearly shows that McDonald’s food is prepared with thought, passion and commitment.”
Watch the TVC teasers here: https://www.youtube.com/watch?v=MfMqpirDASY
Watch the video reveal here:
Client: McDonald’s Hong Kong
Creative Agency: DDB Group Hong Kong
Chief Creative Officer & Managing Director: Carol Lam
VP Regional Director: Peter Rodenbeck
Head of Strategy & Innovation: Andreas Krasser
Group Creative Director: O’Poon
Creative Director: Paul Yu
Senior Art Director: Buzz Kwok
Senior Art Director: Joseph Lam
Art Director: Isaac Chiu
Copy Writer: Benjamin Chan
Head of Broadcast: Annie Tong
TV Producer: Vincent Wong
Business Director: Noel Yuen
Account Manager: Jenny Lai
Account Executive: Mini Chan
Media Agency: OMD Hong Kong
Business Director: Kat Chan
Senior Buying Manager: Eppie Tsang
Planning Manager: Tiffany Cheng
Senior Buyer: Verna Kwan
Media Buyer: Morris Lam
Digital Planner: Mabel Ho
Media Executive: Jack Lau
TVC Director: Maisy Choi – Suchfilms