How McDonald's HK's '50 years of love' elevates brand affection

McDonald's Hong Kong’s "50 years of love" campaign set a gold standard for brand engagement, orchestrating a strategic masterpiece that swept the MARKETING-INTERACTIVE's PR Awards with an impressive six accolades.  

Far from being a mere retrospective, this profoundly rewarding celebration clinched three Golds – Campaign of the Year, Best Anniversary Campaign, and Best Use of Brand Mascots – alongside a Silver for Best Engagement (Mass Community) and two Bronzes for Best PR Campaign (F&B) and Best Storytelling Strategy.  

This resounding success reflects a meticulously curated strategy, meaningful and memorable mass engagement, and the inspired use of its iconic mascot to forge a truly loving brand affection across generations. 

The campaign's immersive journey began with the strategic placement of 50 Ronald McDonald benches in iconic Hong Kong locations and a McDonald’s-themed Star Ferry adorned with McDonaldland characters.  

These installations served as irresistible invitations for the public to visit, reminisce, and create new “Happy moments”. Acting as nostalgic time machines, they bridged five decades of McDonald's history while sparking new, shareable moments. This interactive experience generated massive buzz across earned media and social media, boosting brand affinity through memorable engagement. 

The brand mascots, McDonaldland characters, were masterfully reimagined as dynamic ambassadors of joy and connection. Far from being static symbols, they became living icons of warmth and familiarity, resonating across generations. Their presence at events and merchandise added emotional depth to the “50 Years of Love” narrative, culminating in the gold win for Best Use of Brand Mascots. 

The strategic brilliance of '50 years of love' was brought to life through the expert execution and media relations prowess of PR partner Hill & Knowlton. Their collaboration effectively translated the creative vision into powerful publicity, driving overwhelming organic media exposure and making the campaign the undisputed talk of the town.  

This success was rooted in a deep understanding of McDonald’s longstanding relationship with Hong Kong — not just as a food brand, but as a cultural touchstone. By intertwining its rich legacy with future relevance, McDonald’s celebrated its milestone not as a corporate event, but as a city-wide moment of collective affection. 

The results were record-breaking: widespread praise, unprecedented media coverage, and a significant uplift in brand sentiment. McDonald's Hong Kong didn't just mark 50 years; it solidified its position as a cherished brand, proving that a smart, inclusive strategy focused on genuine connection and love, can truly capture the heart of a city for generations to come. 

This article is done in collaboration with Hill & Knowlton.