McDonald’s wants you to ‘honour your appetite’ in new marketing push

McDonald’s has launched its “Honour Your Appetite” marketing campaign in a bid to promote its Samurai Burger and newly-launched Ninja Burger. The campaign runs on print, TV, digital, out-of-home, social and in-store collaterals. The fast food brand also worked with local meme page SGAG for the campaign.

In a conversation with Marketing, Agatha Yap, senior director of marketing, menu and digital innovation, McDonald’s Singapore, said that the introduction of the new Ninja Burger expands the brand’s current variety of Japan-inspired promotional flavours. The Samurai Burger, meanwhile, has been around since the late 1990s.

The agencies behind the campaign include DDB Singapore for creative, OMD Singapore for media and Golin Singapore for PR.

To promote the return of the Samurai Burger, McDonald’s released a new spot featuring two samurais confronting one another in a forest. The fight ensues and sees both samurais charging at one another, only for one of them to beeline past towards a McDonald’s outlet to try the Samurai Burger.

The spot garnered 230,339 views, over 1,800 reactions and 228 shares at the time of writing. Watch it here:

Teasers for the new Ninja Burger were also released, the latest on 29 October 2017 garnering around 56,680 views, 491 reactions and 59 shares at the time of writing.

Read also: Why adding a Japanese twist might help your marketing strategy

In 2015, the fast food brand came under the spotlight when an image of a Samurai sporting a McDelivery delivery carrier made its rounds on the internet. The move was also likely in a bid to promote the return of the Samurai burger at the time. The image was posted by McDonald's on its Facebook page.

Most recently, McDonald’s Singapore and UberEATS joined forces to allow customers the convenience of having a McDonald’s meal delivered to their doorstep via UberEATS. According to Kenneth Chan, managing director, McDonald’s Singapore, the ease of the UberEATS app will complement its existing 24-hour McDelivery platform, and provide our customers greater accessibility.

“In today’s collaborative economy, we aim to expand McDonald’s restaurant footprint with the combined convenience of McDelivery and UberEATS, and broaden our delivery capacity to connect with our customers anywhere and anytime of the day,” added Chan.