CLIENT
MHK Restaurants
1. Tina Chao - Chief Marketing and Digital Customer Experience Officer
2. Charmaine Wu - Assistant Director - Marketing
3. Zero Kwok - Senior Marketing Manager
AGENCY
1. Andreas Krasser - CEO
2. Garron Chiu - Associate Strategy Director
3. Maggie Cheung - Group Business Director
4. Jim Leung - Senior Account Director
5. Frankie Fung - Executive Creative Director
6. Tong Cheung - Creative Director
7. Iker Lin - Creative Director
OMD Hong Kong
SUMMARY
What happens when a hamburger chain realizes a certain competitor’s chicken isn’t exactly finger lickin’ good? Having identified a huge gap in KFC’s taste experience, McDonald’s Hong Kong decided to not only make a better product, but also to rebrand as chicken restaurant. Relishing its role as challenger and eschewing big media in favor of made-for-social acts and provocations, McDonald’s took the hen house by storm.
In the end, KFCs market share flew the coop, and, in less than 3 months, McDonald’s took 20% of Hong Kong’s Bone-In-Chicken (BIC) market.
