David Morita, McDonald's Hong Kong vice-president of marketing, said the Hong Kong and Macau promotion was an extension of the brand's 'I'm loving it' campaign. "The objective is to drive sales by providing our customers with a unique, quality gift at a great value".
The Christmas-themed TVC features a man dressed up in a bear costume and a Santa outfit, and targets young working adults. It will run for five weeks, one week for every bear in the collection, on terrestrial stations ATV and TVB, on both the English-language and Chinese-language channels. A bear costs HK$18 (US$2.4) with a food purchase of $15. McDonald's previous Snoopy and Hello Kitty promotions were runaway successes, although these resulted in some angry scenes as customers rushed to collect the premiums.