CLIENT
MHK Restaurants
1. Tina Chao - Chief Marketing & Digital Customer Experience Officer
2. Charmaine Wu - Assistant Director - Marketing
3. Ellie Chui - Marketing Manager
AGENCY
1. Peter Rodenbeck - VP, Regional Director
2. Andreas Krasser - CEO
3. Frankie Fung - ECD
4. Tony Cheung - Creative Director
5. Iker Lin - Creative Director
6. Maggie Cheung - Group Business Director
7. Jim Leung - Senior Account Director
OMD Hong Kong
SUMMARY
Despite McDonald’s Hong Kong serving more than 1 million customers each day, not everyone was truly “lovin’ it”. A very social media-savvy minority of Vegans was actively hatin’ on the Golden Arches. Knowing that it would take more than a plant-based product line-up and a standard communication campaign to turn these haters into lovers, we asked Vegan lifestyle influencers to convince their own – one social post at a time. The campaign not only drastically changed social sentiment, but also brought brand rejectors into our restaurants.
