The Brief

To launch its all-day breakfast promotion on 1 January 2014 for one day only, McDonald’s wants an engaging way to cheer people up, while staying true to its brand essence that represents great times and fantastic meals.

Describe how the promotion developed from concept to implementation

Since a great breakfast would not be complete without a newspaper, we came up with a one-of-a-kind newspaper. The “Happy Newspaper” only ran great news. We delivered the paper to every McDonald’s store across town on 1 January 2014. So consumers may enjoy their breakfast at any time of the day, while reading only delightful news and nothing else, kicking off a great start to a brand new year.

Describe the success of the promotion with both client and consumer including some quantifiable results

On 1 January 2014, McDonald’s had a historic guest count of over 477,700 customers, with a record-breaking sale of over $16 million. People of Hong Kong got to enjoy a fantastic morning, afternoon and evening with delicious food while reading uplifting news stories and columns.

Explain why the method of promotion was most relevant to the product or service

As a brand that represents happiness, we successfully gave Hong Kong a boost, by offering them great breakfast sets throughout the day and a fantastic start to the new year.