The campaign follows the theme of '100 per cent beef, 100 per cent man' and aims to connect with beef loving Chinese men.
TBWA added that the aim of the TV campaign is to increase sales of beef products and create excitement in the fast food sector for a category that until now has been less promoted compared to chicken and pork products.
The series of three TVCs will run consecutively from 27 April to 7 June across Mainland China. The TVCs position McDonald's as the world’s beef burger expert, celebrating the Big Mac as the original, straightforward, manly beef burger. The ads will launch two new beef burger recipes tailored to the China market.
The TVC features two charming, strong, manly characters taking part in a paintball game. After a loud rumbling stomach gets one of them covered in paint and out of the game, they go straight to McDonald’s to fill up on a big, protein packed beef burger.
“We believe that beef is a delicious and healthy source of protein and so have launched the new Bacon Cheese Double Beef Burger and the Bacon Mashed Potato Double Beef Burger to appeal to our customers,” said Christine Xu, senior marketing director at McDonald’s China. “We know that men are more likely to select a beef burger so we focused on them as the role models in this latest series of ads.”
Credits:
Project McDonald's 100% Beef Campaign
Creative agency TBWA\Shanghai
Client McDonald's
Executive creative director John Merrifield
Art director Cay Kho
Copywriter Alex Avis
Director Richard de Arague
Production company Black & Cameron
Production company head producer Tommy Lee
Planning director Ellen Hou
Agency producer Haydn Evans
Account director / senior account executive Emiko Nagai
Account executive(s) / manager(s) Sky Shao
Media agency OMD
Exposure TV
