Lessons from McDonald’s Malaysia’s heartfelt Prosperity menu campaign "The Wish"
McDonald’s Malaysia’s latest Chinese New Year ad tugs at heartstrings while promoting their new Prosperity Menu. Learn how cultural relevance and authentic storytelling create impactful advertisements.
Every Chinese New Year, brands across Asia bring out limited-edition offerings and creative campaigns to celebrate the festive season.
This year, McDonald’s Malaysia has taken a heartfelt approach to promote their Prosperity Menu, introducing a new addition: the Fish Prosperity Burger.
This article will dive into the campaign’s key aspects to watch, uncover key lessons marketers can learn from McDonald’s approach, highlight other similarly impactful campaigns, and introduce tools that can help marketers better understand cultural nuances across different countries.
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- What is the new McDonald's ad about?
- Key lessons marketers can learn from this ad
- Tools marketers can use to understand cultural nuances better
What is the new McDonald's ad about?
As Chinese New Year approaches, brands are gearing up with festive campaigns, and McDonald’s Malaysia has taken a unique route to celebrate the occasion. Their latest ad promoting the new Fish Prosperity Burger tells a heartwarming story of a grandchild reminiscing about cherished moments with their grandmother.
Instead of a typical hard-sell campaign, McDonald’s Malaysia released a touching advertisement showcasing the bond between a grandchild and their grandmother.
The ad is a perfect blend of emotion, cultural relevance, and storytelling, making it one of the most memorable McDonald’s advertising examples of the season.
The ad has achieved over 644,000 views on Instagram within a week of its release. With more than 20,000 likes and 14,000 shares, the video has sparked emotional reactions from viewers.
Comments have poured in, with many describing it as one of McDonald’s best ads to date—joking that McDonald’s Malaysia is “cutting way too many onions.”
The success of this campaign lies in its deep understanding of Malaysian culture, specifically the value of family and filial piety. These are foundational principles that resonate deeply with the audience, especially during Chinese New Year.
By weaving these cultural nuances into their narrative, McDonald’s has created an ad that not only promotes a product but also strengthens their brand identity. This is a great example of how McDonald’s advertising examples stay authentic while maintaining their signature “I’m lovin’ it” charm.
Key lessons marketers can learn from this ad
1. Authenticity is key
In a world filled with AI-generated content and overly polished marketing, McDonald’s Malaysia stayed true to their roots. Authentic storytelling resonates with audiences and builds trust in your brand.
2. Don’t hard sell
A great ad doesn’t always need to focus solely on the product. This campaign shows that focusing on branding and emotional connections can leave a lasting impression.
3. The power of storytelling
Visual storytelling often speaks louder than words. This ad uses minimal dialogue but effectively conveys a powerful narrative that connects with viewers emotionally.
4. Leverage cultural nuances
Understanding the cultural values and traditions of your target audience is crucial. McDonald’s Malaysia’s focus on family and togetherness during Chinese New Year made their message highly relevant and relatable.
Atikah Amalia
Tools marketers can use to understand cultural nuances better
Understanding cultural nuances is essential for creating ads that resonate deeply with local audiences. Thankfully, several tools are available to help marketers navigate these complexities and design culturally relevant campaigns.
Think with Google is a powerful platform that provides marketers with data-driven insights into consumer behavior and cultural trends. By exploring regional reports and industry-specific research, brands can identify what matters most to their target audience, helping them craft messages that align with local values and preferences.
GlobalWebIndex offers detailed audience profiles and behavioral data from various countries. This tool allows marketers to understand how different demographics interact with brands, consume media, and respond to cultural cues. By leveraging these insights, advertisers can make informed decisions when adapting their campaigns for diverse markets.
Cultural Intelligence (CQ) tools are designed to measure and enhance a marketer’s ability to work across cultural boundaries. These tools often include training modules, self-assessments, and practical frameworks that teach marketers how to interpret cultural differences effectively. This understanding can be instrumental when creating campaigns that resonate authentically in unfamiliar markets.
Finally, social listening platforms like Brandwatch provide real-time insights into what people are saying about brands and trends on social media. By analyzing conversations and sentiments, marketers can identify cultural nuances and emerging topics, allowing them to tailor campaigns that connect meaningfully with local audiences.
As Chinese New Year approaches, we can expect to see more brands rolling out festive advertisements. While some will excel, others may fall short.
Nevertheless, McDonald’s Malaysia’s Prosperity Menu ad shows how authenticity and cultural relevance can create a memorable campaign, making it one of the most notable McDonald’s advertising examples.
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