| Title | A NEW BIG MAC FOR A NEW GENERATION |
| Brand | MCDONALD'S |
| Product / Service | BIG MAC BACON |
| Category | A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
| Entrant | DDB Hong Kong, HONG KONG |
| Idea Creation | DDB Hong Kong, HONG KONG |
| Production | DDB Hong Kong, HONG KONG |
| Post Production | DDB Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Peter Rodenbeck | DDB Group Hong Kong | Account Servicing |
| Andreas Krasser | DDB Group Hong Kong | Strategy |
| Frankie Fung | DDB Group Hong Kong | Creative |
| Garron Chiu | DDB Group Hong Kong | Strategy |
| Tony Leung | DDB Group Hong Kong | Creative |
| Iker Lin | DDB Group Hong Kong | Creative |
| Roden Chau | DDB Group Hong Kong | Creative |
| Maggie Cheung | DDB Group Hong Kong | Account Servicing |
| Jim Leung | DDB Group Hong Kong | Account Servicing |
| Carrie Ma | DDB Group Hong Kong | Account Servicing |
| Irene Lo | DDB Group Hong Kong | Account Servicing |
IN THE HOT SEAT WITH HONG KONG’S GENZ GenZ (18-24 yrs.) accounts for 21.3% of the Hong Kong population. In McDonald’s world, they are a crucial target segment, making up roughly 36% of the entire business. However, following Hong Kong’s social unrest in 2019, anti-corporate fervor had made it so that major brands such as McDonald's had difficulties in resonating with the city’s GenZ. YOUR DAD’S BURGER No product had reflected our loss in brand relevance among Hong Kong’s youth more than the Big Mac. Once iconic and synonymous for the brand, it had become an afterthought with today’s younger customers. This posed a major issue for the sales of the brand's signature product. It certainly wasn’t an awareness issue. The Big Mac still showed 82% in unaided awareness , but GenZ simply thought of the world’s most famous burger as their “dads’ burger”.
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