Brief Explanation

In seeking a growth avenue to move beyond its traditional offering of value priced products, McDonald’s embraced its international roots and launched the Chicken Bacon Deluxe (CBD), a New York style burger priced 40% above its regular range. To capture the experience, and cut through to an elusive audience, McDonald’s literally brought New York to the streets of Hong Kong via a unique integrated “street to store” communication effort that largely eschewed traditional media. The campaign generated a 25% sales lift over a similar type of product launch in the previous year, and close to 50% of the target population in Hong Kong tried the product in the five weeks it was sold.