McDonald's Celebrates Chinese New Year with Adorable Little Ronald

TBWA\Shanghai has launched the 2016 Chinese New Year campaign for McDonald’s China, capturing the true meaning of Chinese New Year with consumers; that what matters most is being united with the people you love, that “You are My CNY”.

Every Chinese New Year, millions of Chinese people head home, an often arduous and lengthy journey. This year’s campaign tells the story of a Ronald McDonald toy as he joins other travelers on his long journey home. The camera follows‘Little Ronald’ along the way, and shows how despite the obstacles, he overcomes all, determined to get home and reunite with those he loves. At the end, Little Ronald gets back to his home at McDonald’s, to ‘his CNY’.

The campaign follows the unadorned scenes that are typical at Chinese New Year, capturing a New Year story that only McDonald’s can tell.

As part of the campaign, selected McDonald's restaurants have been decorated and transformed into Little Ronald’s home, both completing the journey home, and celebrating what is truly important at CNY with its customers.

The campaign also includes a 15 second commercial and OOH to promote two seasonal limited heritage products rooted in CNY tradition: Fortune Burger and Red Bean Pie.   

Christine Xu, Vice President and Chief Marketing Officer at McDonald’s China said, “This campaign builds on the brand’s focus of togetherness, reinforcing the values of our brand, and the importance of connecting with the people you love during Chinese New year.”

“We’re very proud of the campaign for McDonald’s China for the rich local insights it draws on, and the emotive storytelling that brings out the heart of the brand,”commented Nils Andersson, President and CCO of TBWA\Greater China.