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By Published on .

Marketer: McDonald's Corp.

Agency: Leo Burnett Worldwide, Hong Kong

To celebrate a holiday for good luck and prosperity, McDonald's invents a Prosperity Burger

[Hong Kong] McDonald's Corp. is celebrating the Lunar New Year in Asia with its first regional brand campaign to promote the fast food chain's seasonal Prosperity Burger. Two TV spots by Publicis Groupe's Leo Burnett Worldwide will run in Indonesia, Malaysia, the Philippines, Singapore, Thailand, China, Hong Kong, South Korea and Taiwan for six weeks around the holiday, which takes place February 9-11. Point-of-sale materials were designed to give retail outlets some festive ambience. Outdoor and print ads will also run in some markets.

McDonalds has never developed a pan-Asian campaign before, given the region's great size and cultural diversity. Unlike other Asian holidays, however, Chinese New Year is celebrated across the region. "By tapping into a universal human insight-people look forward to the New Year bringing in good luck and prosperity-we were able to make the campaign work across all nine markets," said Mark Blears, Leo Burnett's Hong Kong-based regional brand director.

The ads, for beef and chicken burgers, were shot in Malaysia. Each features two brothers who are fishing. The younger becomes discouraged because he is unable to catch anything. The older brother feels sorry for his sibling and passes him a Prosperity burger. With each bite, the youngster's luck improves.

The story was slightly tweaked for some markets. In spots headed for Hong Kong, China, Taiwan and Singapore, for example, "We were able to dial into the Chinese New Year theme, via the music, a little more than in other markets," said Mr. Blears.

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