McDonald’s HK taps Eason Chan to promote first-ever loyalty programme

McDonald’s Hong Kong has launched a new campaign featuring cultural icon Eason Chan, aimed at creating citywide excitement for its first-ever loyalty programme with a points-earning system.

By introducing a rewarding loyalty programme, McDonald’s Hong Kong seeks to foster lasting connections with customers through exclusive benefits, seamless digital engagement, and memorable in-store experiences.

Also known as “McDonald's app loyalty programme launch” (麥麥儲分 麥麥Have Fun), the campaign is done in collaboration with creative agency DDB Group Hong Kong and media agency OMD Hong Kong.

Tina Chao, chief marketing and digital customer experience officer, McDonald’s Hong Kong, told MARKETING-INTERACTIVE that the campaign targets McDonald’s lovers from all walks of life, particularly existing and potential app users, including young foodies and families, all seeking value, convenience, and fun in their McDonald’s experience.

McDonald’s has specially invited Chan, who promoted the McDonald's app in 2020, to serve as an ambassador. According to Chao, Chan, a long-standing ambassador for McDonald's Hong Kong, embodies the brand’s vibrant and joyful spirit.

“His return also coincides with our 50th anniversary, leveraging his immense popularity to inspire fans and customers to engage with the campaign’s celebratory energy,” Chao added.

At the teaser phase, McDonald’s launched cryptic and high-energy "Attention please" videos featuring Chan, which were broadcast across mass channels such as TV commercials, YouTube, and Instagram. These clips withheld details about the loyalty programme, sparking speculation and driving organic social media conversations.

During the launch phase, McDonald’s has released a video featuring Chan, demonstrating how to earn points while enjoying food. App members can redeem select meals, cash vouchers, or limited-edition items through the offers page. In addition, a comprehensive marketing blitz is launched, including TV commercials, full-page newspaper ads, and radio spots highlighting the loyalty programme’s rewards. Online tutorials and influencer-led social media content are also created to educate users on how to earn and spend points, ensuring clarity and ease of use for everyone.

To further engage the audience, the campaign has established in-store merchandising, including posters and digital screens that remind customers to use the McDonald's App for point collection. To elevate excitement, the campaign has tapped into the popularity of the beloved McDonaldsland character, Grimace, by introducing the popular Grimace shake from other markets, along with exclusive limited-edition Grimace merchandise - tumblers, caps, towels, tote bags and socks - that can be redeemed with points, creating a sense of urgency and collectible appeal.

“By blending emotional storytelling, digital innovation, and tangible rewards, the campaign transformed routine visits into moments of delight,” said Chao. 

"The launch of our loyalty programme is at once a celebration of McDonald’s Hong Kong’s 50th anniversary, and the first anniversary of our global McDonald’s app. Fuelled by Eason Chan’s magnetic appeal and innovative rewards such as free food, cash coupons, and exclusive Grimace-themed merchandise, this campaign creates joyful moments of connection that resonate with our fans,: she added.

Don’t miss: McDonald’s and Nestlé spread joy across town with KITKAT pop-up store

Recently, McDonald's Hong Kong and Nestlé Hong Kong have joined forces to launch a strategic partnership that aims to bring high-quality desserts to customers at affordable prices and spread joy through indulgent treats.

Leading the collaboration is the launch of the "KITKAT chocolate wafer flavour sundae series" (KITKAT 朱古力威化味新地系列), marking KITKAT’s debut sundae product in Hong Kong. 

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