McDonald's celebrates 50 years in HK with bench treasure hunt

In celebration of its 50th anniversary, McDonald's Hong Kong has launched a campaign to thank all citizens for their companionship over the years.

Done in collaboration with creative agency DDB Group Hong Kong, the year-long campaign aims to highlight McDonald’s role in the cherished memories of Hongkongers, uniting both young and old in a shared celebration of the brand’s significance in the city.

The campaign has kicked off with a ceremony featuring a dance performance by dancers dressed in classic McDonald's Hong Kong uniforms from various eras. It includes the appearances of Hong Kong rap duo SoftHard's (軟硬) Jan Lamb and Eric Kot, who starred in numerous classic McDonald's Hong Kong commercials.

They are joined by signature McDonaldland characters such as Ronald McDonald, Birdie, Hamburglar, and Grimace, celebrating McDonald's growth alongside Hongkongers over the past 50 years. 

As part of the campaign, McDonald’s Hong Kong has launched a treasure hunt for 50 Ronald McDonald benches, which are iconic symbols of the cherished memories many customers have of sitting on them and taking photos with Ronald McDonald.

Starting 1 January, Ronald McDonald benches are being placed at 50 locations across Hong Kong for a limited period, inviting the public to search for the benches and reminisce about the classic times. These 50 locations include various iconic spots in Hong Kong, such as the Ocean Terminal Deck in Harbour City, The Peak, Repulse Bay, as well as historic McDonald's restaurants such as those in Yee Wo Street in Causeway Bay, Yue Man Square in Kwun Tong, Tai Wo in Tai Po, and Gold Coast in Tuen Mun. 

Participants can scan QR codes at each bench to register their finds and unlock fun facts and prizes from over 500,000 giveaways, including menu items and downloadable digital assets. The first 50 people to collect all 50 stamps will win a grand prize of a free Big Mac meal every day for a year.

McDonald's Hong Kong has also rolled out a video featuring SoftHard placing benches in iconic locations across Hong Kong, inviting the public to participate in the treasure hunt game. Eight shorter videos will follow, released daily over the first week of the year, highlighting the significance of each of these locations in McDonald’s history, and promoting a special value menu item offer for customers that day. 

To further engage the audience, McDonald’s Hong Kong offered the public to enjoy free rides on the Star Ferry between Central and Tsim Sha Tsui on 1 January. A uniquely designed McDonald's-themed Star Ferry was crafted for this occasion, allowing passengers to relive the classic scene from 1976 when the first McDonald's restaurant in Kowloon opened, featuring a giant Big Mac crossing the Victoria Harbour on a small sampan. The McDonald's-themed Star Ferry is adorned with designs inspired by beloved McDonaldland characters from the ferry’s roof to the exteriors and interiors. 

Upon boarding the ferry, passengers will be greeted by a specially designed Ronald McDonald Bench, which is set against the backdrop of Victoria Harbour. Passengers can also enjoy viewing classic photos of the Big Mac crossing the harbour, providing a nostalgic journey back in time, allowing the passengers to savour the changes McDonald's Hong Kong has undergone over the years. 

The anniversary celebrations will also see the return of McDonald’s characters, including Grimace, Birdie and Hamburgler, fondly remembered from campaigns of the past, appearing in scale across the city on major outdoor media. Meanwhile, the Ronald McDonald bench treasure hunt and anniversary launch campaign will continue through to 5 February across outdoor, TVC, print, instore, social and online media, and a string of campaigns will follow throughout the year to continue celebrations for this momentous milestone for the brand.

Additionally, McDonald's Hong Kong is introducing McGriddles as part of its all-day breakfast offerings for the inaugural celebrations. On New Year's Day, McGriddles and the Jumbo Breakfast were available all day. On the same day, the golden crispy Hash Browns, typically offered only during breakfast hours, were also served all day. Furthermore, starting today (January 2), the McDonald's App will launch a week-long promotion featuring daily discounts for seven consecutive days, with different offers available each day.

Don’t miss: McDonald's HK wows anime fans with exclusive Dragon Ball collab

Randy Lai, McDonald's Hong Kong CEO, said: “McDonald's has been rooted in Hong Kong for 50 years, growing alongside everyone in Hong Kong and becoming an integral part of daily life. Over the 50 years, we are committed to upholding our brand philosophy of 'customer first, people obsessed, innovate for growth’ and achieving success in customers experience, digital transformation, menu innovation, and sustainability, which set us apart as the market leader in the F&B industry. This includes advocating for smoke-free dining establishments in the 1990s, introducing 24-hour operating restaurants, and launching a variety of delicacies exclusive to McDonald's Hong Kong.”

“In recent years, we have been actively upgrading McDonald’s app, initiating the first professional diploma in management development (QF Level 5) programme equivalent to a Bachelor's degree qualification, and opening the first ever LEED Zero Carbon certified restaurant in the Hong Kong F&B industry. Ultimately, it is the unwavering support of our customers over the past 50 years that has enabled us to achieve this significant milestone. In 2025, we will hold a series of celebration activities to share this historical moment with everyone, and continue bringing 'Happy Moments' to the people of Hong Kong,” she added.

Tina Chao, chief marketing and digital experience officer, McDonald’s Hong Kong, said: “We are so excited to be celebrating 50 years in Hong Kong in a way that we hope will provide both some comfort of the past and optimism for the future. The fun treasure hunt will be a great way to kickstart our celebration. I’m really looking forward to everyone experiencing what we have planned for further festivities; it’s going to be a fantastic year!” 

Andreas Krasser, CEO, DDB Group Hong Kong, said: “This is a very important milestone for one of Hong Kong’s most beloved brands and we wanted to do something that really connected emotionally with customers. We know from social listening that for many Hongkongers, the Ronald McDonald bench is somewhat like a time machine, allowing them to walk down memory lane. So, it was a no-brainer to start the 50th anniversary celebration with the bench.”

Related articles:

McDonald's HK wows anime fans with exclusive Dragon Ball collab
McDonald's names new regional CMO for its Asia business unit
How McDonald's HK's McGriddles rely on word-of-mouth to cause buzz