McDonald’s briefly transforms into M Chicken in Hong Kong for new menu promo

To show its commitment to its chicken offering, McDonald’s transformed and rebranded one of its outlets in Hong Kong. The Quarry Bay store became M Chicken, sporting a new look, logo, menu and uniforms for staff. The idea was created with DDB Group Hong Kong.

A note from DDB Group Hong Kong said: “M Chicken offered customers the chance to try McDonald’s new menu item – the crispy thigh – completely free of charge as part of an extra value meal. 

“The launch sees McDonald’s Hong Kong further expand their chicken offering. It follows the success of McDonald’s McWings, of which approximately 60 million pieces are sold annually.”

DDB Group Hong Kong clarified that the store takeover was a one-off and no further outlet transformations are in the offing.

The campaign will include more conventional elements such as outdoor, digital, print and a commercial to announce the new addition to the McDonald’s menu.

Speaking about the M Chicken, DDB Group Hong Kong executive creative director Frankie Fung said: “We wanted to showcase how seriously McDonald’s is taking its new chicken offering. 

“Creatively we felt this commitment was best shown by turning a restaurant famous for its burgers into a chicken-only restaurant”. 


Agency: DDB Group Hong Kong

Vice president and regional director, DDB Asia: Peter Rodenbeck

CEO: Andreas Krasser

Business director: Maggie Cheung

Associate strategy director: Garron Chiu

Executive creative director: Frankie Fung

Creative team: Tony Cheung, Poppy Yeung, Iker Lin, Man Chiu Chan, Erika Tang, Arca Liu

Account team: Jim Leung, Irene Ho, Christy Chau, Rimmy Tang, Nickson Ng, Jeffery Leung, Anna Lam. 

Digital team: Amy Kong, Doris Law, Rita Wong, Ally Au

Head of broadcast: Annie Tong

Media agency: OMD


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing