McDonald's taps Cheung's appeal

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