In the U.S., we all know of Ronald McDonald, and even Golden Arches characters of yore like Grimace and the Hamburglar. In Hong Kong, however, the folks have their own theiving mascot, Jack the Dipper, who apparently is a serial stealer of Chicken McNugget sauce.
He was introduced back in 2005 and has a tight association with the McNugget menu offering. Jamal Hamidi, executive creative director of global business at DDB Group Hong Kong, says "Over the last 12 years, Jack the Dipper has become an icon in his own right." So McDonald's has brought him back--this time, he's encouraging customers to do some thieving of their own--and try to swipe a box of six McNuggets, each made out of 24-carat gold.
The promotion asks consumers to first buy a box of ordinary McNuggets. That unlocks four online games that let players perform missions to virtually collect four dipping sauces, leading to the safe with the gold chicken nuggets. An online video in the style of Marvel and DC Comics draws customers into the story of Jack the Dipper and the Dipper League he's assembling of criminals and McDonald's customers to carry out the gold McNuggets heist.
For an up-close look at the not-very-appetizing gold McNuggets, check them out here.