| Title | HOW MCDONALD'S TURNED VEGETARIAN HATERS INTO LOVERS |
| Brand | MCDONALD'S |
| Product / Service | MCDONALD'S X OMNIPORK LUNCHEON SERIES |
| Category | B05. Partnerships & Sponsorship |
| Entrant | DDB Hong Kong, HONG KONG |
| Idea Creation | DDB Hong Kong, HONG KONG |
| Media Placement | OMD INTERNATIONAL Hong Kong, HONG KONG |
| 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 |
| Maisy Choi | Such Films | Production |
FIGHTING FOR THE SAME SHRINKING PIE The Quick Service Restaurant (QSR) category in Hong Kong hit a point of plenitude. Growth had already slowed to 0.5% per quarter in 2018, before showing an overall decline after social unrest and the Covid-19 epidemic in 2019 and 2020 respectively. Most players turned to limited-time gimmicks and offers to fight over existing consumers, as recruiting new customers has continually proven nearly impossible. 17% of the population are non-QSR users, rejecting the category due to fast-food stigmas . Although non-users represent a substantive market opportunity, they are mostly ignored by QSR brands. After all, haters gonna hate... or are they? TIME TO BRING IN THE HATERS With a highly saturated market and a shrinking category, we decided to bring in an entirely new set of customers into the QSR category: Vegetarians