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McDonald's (China): Goodness of Beef

These print ads and in-store posters are part of a new McDonald's effort, in conjunction with the China Health Education Association, to help the Chinese consumer better understand what Phyllis Cheung, senior national marketing director at McDonald's

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These print ads and in-store posters are part of a new McDonald's effort, in conjunction with the China Health Education Association, to help the Chinese consumer better understand what Phyllis Cheung, senior national marketing director at McDonald's China, claims are "the unique benefits of beef. At the same time, it's part of an effort to help our consumers better understand the McDonald's brand " a brand that believes in quality both in tangible products and services and in thoughts," she says. The latter presumably ties in with the hyperactive message of each ad. The headline for this aerobicized moo babe is "Desirable beef makes you more desirable." In the PDF, the skateboard boy claims "Energetic beef gives you more energy," while the weight trainer demonstrates "Strong beef gives you greater strength."

The in-store display (see the PDF) offers postcard versions of the same ads. "This is a disruptive effort both in the thinking and in the presentation of the brand," says TBWA/Shanghai ECD Yang Yeo. "It's surprising and comic in style, which is a fresh departure from the usual. The recall is high; it's a good start to changing eating habits."

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About

Credits
Date
Sep 21, 2006
Executive Creative Director:
Yang Yeo
Creative Director:
James Lee
Creative Director:
Raymond Chin
Copywriter:
Sharon Xu
Client:
McDonald's (China)
Agency:
TBWA Shanghai
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