McDonald’s celebrates 50 Years in Hong Kong with nostalgic treasure hunt /

The good old days / McDonald’s builds brand affinity by tapping into nostalgia and people’s fond childhood memories of the brand. Andreas Krasser, CEO at DDB Group Hong Kong, told Contagious, ‘Social listening was our compass for nostalgia. We tracked how Hong Kongers talk about McDonald’s on social, and it was clear: people love to share memories about the classic Ronald McDonald bench and McDonaldland characters. The buzz around the “last bench in Shek Wai Kok” became a rallying point, confirming that bringing back these icons would hit home with both older fans and a new generation that loves to remix McDonald’s nostalgia in their own way.’ 

McDonald’s has a successful track record of leaning into nostalgia in campaigns like Deals Stuck in Time, which revived classic menu prices in Sweden to evoke fond memories of the past and Grimace’s Birthday, which brought back a nostalgic character to engage both long-time fans and new audiences in the US. For a brand like McDonald’s, which has a long and rich history in many markets, embracing nostalgia makes strategic sense, as it allows the brand to celebrate its heritage and remind customers of its role in their personal and communal histories. This is particularly important for a multi-generational brand presence, where customers range from those who grew up with McDonald’s to younger generations discovering it for the first time.  

Leveraging nostalgia in creative campaigns can be a powerful way to provoke an emotional response. Read our Tapping into Nostalgia creative tactic to discover how other brands have used this strategic approach.

Fun and games / Anniversary campaigns have a reputation for being dull and predictable, but by gamifying the experience, McDonald’s transforms what could have been a standard promotional initiative into an interactive, citywide event. Rather than passively receiving marketing messages, people are actively participating in the initiative, not to mention driving McDonald’s app usage.

It's also a timely and relevant way to bring the brand’s mascot, Ronald McDonald, back into the spotlight. We’re seeing more brands focusing on mascot-led strategies, such as Duolingo killing off its mascot, Duo, and then reviving him. Also, Pop-Tarts executed a viral stunt featuring its anthropomorphised toaster pastry mascot, Strawberry (the campaign went on to win the Grand Prix in the Brand Experience and Activation category at the 2024 Cannes Lions Festival).

Bringing back Ronald McDonald helps anchor the campaign in nostalgia, reinforcing emotional ties by transporting adults back to a more childlike state of mind. McDonald’s is often remembered as more magical and joyful in childhood, before the adult associations with fast food culture set in. By reintroducing Ronald in a playful, citywide hunt, the brand reawakens the version of the customer who once saw McDonald’s as a treat, not just a transaction.