McDonald's China promotes table service with emotional spot

The hectic pace of modern life leaves many busy working parents with limited time to spend with their children. This means every moment they can spare is precious.

McDonald’s China understands how parents feel and has launched a new advertising campaign encouraging mums and dads who bring their kids to McDonald’s to use its new table service. This means busy parents don’t have to queue for service and can instead enjoy every precious moment with their children.

Leo Burnett Shanghai was the lead creative agency behind the campaign, which launched with an emotional 45-second film:

Starting in mid-May, more than 1,000 McDonald's restaurants in China began offering meal-to-table service. Whether customers order at the counter or at self-ordering kiosks, they can choose to have a brand ambassador deliver their meals directly to their table.

Currently, table service prioritises families to help them enjoy more quality time together.

Takho Lau, executive creative director of Leo Burnett Shanghai, said: "Kids always want to spend more time with their parents. In more traditional times, mothers typically spent more time with their kids, and fathers spent more time making a living. In today’s world, however, more and more mothers are also working, which takes time away from their children. This makes the time they can spend together much more precious."

The film has aired on a variety of TV channels in China since 17 May. Within a week, it had been watched more than 1.1 million times on the Tencent video platform.

Credits

Client: McDonald’s China

Campaign: McDonald’s table service campaign

Agency: Leo Burnett Shanghai

Account management

JuuAnn Chan, business director

Algra Chan, group account director

Amber Wang, account manager

Creative

Bati Wu, creative director

Siwei Xu, creative group head

Wicky Wu, art director

Madman Lin, associate art director

Christina Chang, associate art director

Meg Zhang, senior copywriter

Xue Bai, copywriter

Planning

Mike Mou, planning director

Farrell Jiang, planner

Production: Look Film Shanghai

Director: Johnny Au