DDB launches 40th anniversary campaign for McDonald’s

‘Come home to McDonald’s’ is the theme of a year-long campaign from DDB, launched to celebrate the fast-food chain’s 40th anniversary in Singapore.

This is not to be confused with the ‘Come home to fries’ campaign from Leo Burnett which focused on a single product line from McDonald’s.

According to DDB: “The campaign reflects on four decades of creating memories in Singapore. Over the years, McDonald’s has grown to become part of the city’s social fabric, embracing local tastes and traditions with popular menu items like the Samurai burger, the prosperity burger and the Nasi Lemak burger.”

According to McDonald’s director of brand communication and customer care Linda Ming: “As we celebrate our 40th anniversary in Singapore, we’re grateful for the relationships we have with our customers. Suffice to say, McDonald’s has been closely knitted into the local fabric over the past 40 years.

“For generations of Singaporeans, we’ve been a place where they feel right at home, and likely where special everyday moments with families and friends are made. It’s been a real privilege — together with our dedicated employees, we look forward to journeying with our customers into an exciting future ahead.”

DDB Group Singapore’s group chief creative officer Chris Chiu added: “After four decades, McDonald’s is no longer just ‘that burger place’ for Singaporeans. It’s a part of us; our home away from home. In celebration of this incredible milestone, we took on the challenge of creating a memorable, year-long campaign and cement McDonald’s place in the hearts and minds of Singaporeans.”

The film will air on television, cinema and digital platforms. It will be supported by print and activations have been planned around the theme through the year.


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