McDonald’s Celebrates 40 Years in Singapore with Year-Long Campaign

DDB has launched a year-long campaign to celebrate McDonald's 40th anniversary in Singapore. The restaurant chain opened its first location at Liat Towers in 1979 and has since expanded to 130 restaurants across the country. 

Titled 'Come home to McDonald's', 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. 

“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,” says Linda Ming, director of brand communications and customer care, McDonald’s Singapore. 

“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,” added Chris Chiu, group chief creative officer, DDB Group Singapore.

The campaign is centred around a 60-second spot featured on FTA, cable, cinema and digital platforms. Launched on 1st January, the film is supported in print with other activation planned throughout the year.