McDonald’s ‘beefs’ up its offerings in new China campaign

Following the ‘Manly man’ campaign, the new Beef ‘Daddy’ campaign is built on a macho theme, but with a fresh, creative approach.

The 30-second TVC explores a father-son relationship, showing a young boy who is asked to describe his ultimate macho hero and chooses what he sees as the obvious choice: his dad.

Another three 15-second TVCs are also released to promote the fast food chain's German sausage beef burger, Bacon mashed potato beef burger and McFlurry ice cream.

The campaign is running through 2 April and also includes OOH, in-store and digital elements, including McDonald's weibo and its official website.

Christine Xu, vice-president and chief marketing officer at McDonald’s China, said the campaign shows the value of how good insightful thinking can build an emotional connection with consumers, while also finding a new and interesting angle to keep a campaign theme fresh.

CREDITS

Project name McDonald’s Beef ‘Daddy’ Campaign
Creative agency TBWA\Shanghai
Client McDonald’s China
Managing director Brian Swords
Account director Angela Zhou
Head of creative Edmund Choe
Group creative director Gordon Shu
Creative director Yaoyao Chuang
Associate creative director Chris Shi
Senior art director Ken Wongwk
Senior art director Crystal Wong
Strategist Jocelyn Tse
Head of TV Raymond Lau
Director Jiawei Huang
Director of photography Zhengyin Lin
Production company Look Films
Production company executive producer Jun Wang
Media agency OMD
OMD media team Tracy Luk, Yinling Lin, Shelly Shen, Lily Gu, Bei Pei, Joe Wang, Joyce Zhang, Kevin Zhong, Ivy Weng, Maruken Zhang
McDonald’s media team Gavin Quan, Colin Chen
Category/exposure TV
Territories Mainland China