McDonald’s Malaysia takes Prosperity Burger 'atas awan' with charity drone show

This year, McDonald’s Malaysia has taken its annual Prosperity Burger re-release to new heights — literally. As part of the “Prosperity lebih bererti” ("Prosperity with more meaning") campaign, the fast-food giant treated beneficiaries of Ronald McDonald House Charities (RMHC) and invited media and influencers to an exclusive drone show at KL Tower, marking the return of the iconic burger.

Chin Mei Lee, CMO of McDonald’s Malaysia, explained the reasoning behind the aerial spectacle. “Some of the kids from RMHC had never been to KL Tower. It was really heartwarming to see them having the time of their lives, looking through the binoculars, spotting the Petronas Twin Towers, and enjoying a McDonald’s party experience," she told A+M. 

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The event was designed to create a memorable moment for the charity’s beneficiaries while also launching the Prosperity Burger in a meaningful way. “Prosperity Burger di atas awan (up in the clouds), literally, by having our Prosperity Burger up in the air to mark its return, we made it even more meaningful as we donate RM0.20 for every Prosperity Meal purchased until the end of the year.”

The drone show itself delighted attendees, some of whom were experiencing such a spectacle for the first time. McDonald’s also served media and influencers the Prosperity Burger at 200 meters above ground, providing a unique and memorable setting to announce the burger’s comeback.

Chin added that big displays like this align with McDonald’s broader brand philosophy. “It really goes back to what the brand stands for: 'Making feel-good moments easy for everyone'. In the midst of a very busy, distracting world, we want to bring feel-good moments to our consumers in ways they won’t forget — big or small, simple or complicated — anything that puts a smile on their face.”

The campaign was developed in collaboration with Leo Malaysia, C27, OMD Malaysia, and experiential agency Hatch. 

The much-loved Prosperity Burger is officially back today (20 November), now “lebih bererti” with your choice of chicken or beef patty, smothered in black pepper sauce, topped with fresh onions, and served on a soft sesame bun. The meal can also be completed with the new chocolate chip McFlurry, iconic curly fries, and a refreshing McFizz orange drink. Customers can also grab an exclusive “Prosperity giving card” at select outlets to earn a free Prosperity Burger after nine purchases. Plus, every Prosperity Value Set sold helps McDonald’s donate RM0.20 to Ronald McDonald House Charities Malaysia (RMHC).

On social media, teasers for the Prosperity Burger dropped five days ago, showcasing close-ups of the black pepper sauce oozing from the burger, a handful of Curly Fries tossed in the air, and black peppercorns rolling across a wooden surface, building excitement for the burger’s return.

Last month, McDonald’s Malaysia served up laughs with its new Thai green curry burger (Burger kari hijau Thai), blending elements Thailand is famous for, and that's horror, Muay Thai, and its distinctive language, into a cheeky social campaign.

Through a three-part social video series, the brand added humour to its latest menu launch. The phrase “Kari kau hijau” (Your curry is green) is a recurring punchline across all three shorts. In the first video, a UFO appears above a McDonald’s outlet, beaming down an alien that startles staff and customers. Glowing green and looking furious, the creature suddenly breaks into a smile and starts chatting in Thai, asking what everyone is eating. Upon trying the new burger, the alien gleefully exclaims “Kari kau hijau!”, prompting the entire restaurant to cheer before teaching customers common Thai phrases.

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