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Now TV Gold Award

“McDonald’s Coffee Retirement”
McDonald’s Hong Kong

In 2023, McDonald’s Hong Kong decided to institute a permanent free upgrade to McCafé coffee across all stores, eliminating its
base tier of McDonald’s coffee entirely. The task was to capture the city’s attention that this massive upgrade deserved, and use
this opportunity to further capture Hong Kong’s coffee market.

The challenge faced was that although McDonald’s coffee was one of the most consumed coffee brands in Hong Kong, it was also
the least talked about. Hearkening back to a fundamental human insight that “people only realize their love of something WHEN
THEY LOSE IF” McDonald’s Hong Kong crafted a creative and provocative announcement message that mobilized McDonald’s
Hong Kong silent community of McDonald’s coffee fans to voice out their love for McDonald’s coffee and drive a ripple effect of
organic conversations.

“McDonald’s Coffee is Retiring. It Will Say Goodbye Today”. Later, when conversation levels were at their highest, McDonald’s Hong
Kong revealed the real reason for its retirement – a permanent free all-store upgrade to McCafé! The campaign not only drew an
immediate sales increase, but also propelled McDonald’s into the no.1 player in Hong Kong’s coffee market for the first time.

Comments from the Judges:
This campaign showcases an impressive strategy to deepen emotional engagement, skillfully balancing risk with innovation. The
ambition to claim the top spot in Hong Kong’s coffee market is a testament to McDonald’s forward-thinking vision in a competitive
landscape.

The clever use of the “retirement” narrative effectively engaged a community of silent coffee enthusiasts, sparking organic
conversations that captured widespread attention. The campaign capitalized on McDonald’s extensive network, ensuring that the
coffee upgrade announcement reached consumers at key moments, particularly during their morning commutes. In addition, the
seamless integration of product quality—offering the premium Cocoa Tazza blend across all locations—reinforced McDonald’s
commitment to democratizing high-quality coffee, making it accessible to all.

The impressive sales figures reflect a successful execution, but the campaign’s impact extends far beyond numbers. It symbolizes
a transformative shift for McDonald’s, expanding its focus from burgers to coffee and enhancing its brand appeal. The campaign
not only nurtures a broader appreciation of coffee among consumers but also solidifies McDonald’s role as a significant player in
Hong Kong’s vibrant coffee culture.

Parties to be Recognized for Contributing to the Success of the Programme:
1. DDB Worldwide Limited
2. Optimum Media Direction (OMD)

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

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