McDonald's

Anna Sui

To introduce McDonald’s all-new $1 $2 $3 Dollar Menu, we created a social-first and culture-led campaign incorporating the Lunar New Year holiday. For this cultural holiday, gaining mainstream interest in the U.S.

McDonald's formed a partnership with internationally-renowned Chinese American fashion designer Anna Sui to create a series of limited-edition red envelopes celebrating the Year of the Dog and everyday value. 

Creating a collection of Lunar New Year-themed merchandise exclusive to McDonald's, we also produced original social media content, video and photos, for Anna Sui to share across her social platforms. And, we engaged social media influencers to amplify national awareness of the campaign through content and special giveaways. Then, to create media attention and social buzz, we created a pop-up retro arcade experience in San Francisco, that offered customers the chance to win a set of Anna Sui red envelopes.

The first-of-its-kind collaboration sparked national headlines and impressive social media conversation. The launch positively impacted national McDonald's business, driving incremental sales and guest counts during the campaign period.

This culture-led campaign proved especially successful among multicultural segments, who outperformed the national index in the Dollar Menu category; with the Asian American market leading with a 65.1% lift, while the African American and Hispanic segments experienced lifts of 45.9% and 44.7%, respectively.