McDonald’s re-launches Nasi Lemak Burger with Joseph Schooling ad

McDonald’s Singapore has unveiled a campaign called “Don’t Miss Out Again”, in line with the re-launch of Nasi Lemak Burger. The campaign tagline alludes to the Nasi Lemak Burger’s first launch in July 2017, when the locally-inspired Nasi Lemak Burger sold out in just two weeks due to overwhelming demand by Singaporean foodies.

In this new spot, the ad features Joseph Schooling and other Singaporeans who did not manage to try the Nasi Lemak Burger the previous time. Those in the spot are seen saying “I was here”.

In a statement to Marketing, a McDonald’s spokesperson said the team wanted to create a light-hearted ad about Singaporeans who missed out on the burger’s first launch in 2017. The team then came up with the concept of various Singaporeans, who for different reasons, missed out on getting the Nasi Lemak Burger. Schooling was said to have resonated with the concept and agreed to be a part of it. The campaign runs until 29 May and includes TVC, digital media and outdoor media buys. The agencies behind the campaign are DDB and OMD.

Last month, McDonald’s Singapore also rolled out an out-of-home (OOH) campaign in celebration of McDelivery Day from 8 to 11 April. At the centre of the campaign visuals created by DDB Singapore, together with Paris-based creative artist Anne-Laure Maison, is an “ubiquitous symbol of a late night” – lit windows. Assembling the lit windows in the shape of McDonald’s iconic favourites, the visuals carry a simple message, “When you’re up for your favourites”. DDB’s group chief creative officer Chris Chiu explained, “We’ve all been up late for a myriad of reasons. And no matter how late you’re up, McDelivery Singapore wants you to know that it’ll be right there with you.”

Turning 40 this year, McDonald’s has been ramping up social with new campaigns since the start of 2019. With over 130 restaurants across the country, the campaign titled ‘Come home to McDonald’s’ was also created with the help of DDB to reflect on four decades of creating memories in Singapore. The campaign was 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.

Meanwhile, working with Leo Burnett Singapore, McDonald’s also  rolled out the limited-edition McGriddles promo in January that was marketed via ATL, OOH, in-store, digital and social platforms and executions.

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