McDonald's taps Cheung's appeal

McDonald's has enlisted the help of Canto-pop star Jacky Cheung to sing the theme song of the fast food chain's latest television campaign in Taiwan. Cheung's image as friendly, family-oriented, popular and trustworthy were seen as matching McDonald's core brand values, according to DDB Taiwan vice-president and business director Grey Cronk. The campaign also featured a new take on McDonald's famous golden arches logo. It was superimposed onto a bright red globe sporting a smile. McDonald's Taiwan executive marketing director Viya Chen said the change was aimed at reinforcing the brand. "We aimed to add new elements and brand promises to the logo. Through the smile we hope to give the feeling of pleasure and warmth to our consumers," she said. The campaign also included radio, print and outdoor and was supported by PR activities. The DDB team behind the campaign included Mark Wang, creative director; Sarah Yi, deputy creative director; Bono Yu, art director; Amy Yu, account director; Peggy Tseng, senior account executive and Amy Chen, production manager.

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