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McDonald’s launches year-long 40th anniversary campaign

McDonald’s has launched a year-long campaign with DDB to celebrate its 40th anniversary since the restaurant chain opened its first location at Liat Towers in 1979.

With over 130 restaurants across the country, the campaign titled ‘Come home to McDonald’s’, reflects on four decades of creating memories in Singapore.  The campaign is centred around a 60-second spot featured on FTA, cable, cinema and digital platforms. Launched on 1 January, the film is supported in print with other activation planned throughout the year.

“As we celebrate our 40th anniversary in Singapore, we’re grateful for the relationships we have with our customers. Suffice to say, McDonald’s has been closely knitted into the local fabric over the past 40 years. For generations of Singaporeans, we’ve been a place where they feel right at home, and likely where special everyday moments with families and friends are made. It’s been a real privilege – together with our dedicated employees, we look forward to journeying with our customers into an exciting future ahead,” says Linda Ming, director of brand communications and customer care, McDonald’s Singapore.

“After four decades, McDonald’s is no longer just ‘that burger place’ for Singaporeans. It’s a part of us; our home away from home. In celebration of this incredible milestone, we took on the challenge of creating a memorable, year-long campaign and cement McDonald’s place in the hearts and minds of Singaporeans,” added Chris Chiu, group chief creative officer, DDB Group Singapore.

Most recently, McDonald’s Singapore also partnered with Leo Burnett as the second creative agency to handle integrated communications duties in Singapore. Meanwhile OMD handles the brand’s media buys.

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