McDonald's SG hosts CNY celebration for families in-need

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Fast food chain McDonald's has ushered in the new year with a celebration aimed at bringing joy to families from multi-cultural backgrounds.

Supported by Families for Life (FFL) and the Social Service Office @ Queenstown, Jurong East and Clementi, McDonald's hosted a heartwarming meal for underprivileged families served by the Ministry of Social and Family Development's (MSF) ComLink+ initiative. Eric Chua, senior parliamentary secretary, MSF and Ministry of Culture, Community and Youth was the event's guest of honour. The initiative aligns with McDonald's dedication to inclusivity across the country.

Held last Friday (24 January), the event featured a festive tossing of a "Lo Hei (prosperity toss) treasure box", a McDonald's twist to the signature lo hei as attendees tossed popular McDonald's food items such as nuggets and fries.

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ComLink+ parents and children from all walks of life also enjoyed McDonald's signature prosperity meals while participating in a "prosperity quiz", which offered attendees an engaging way to learn about the rich traditions and cultural significance of the Chinese New Year (CNY). Guests who answered quiz questions correctly received exclusive, limited-edition McDonald’s & Sanrio characters red packets, adding a fun touch to the festivities.

Additionally, beloved Sanrio characters Cinnamoroll and My Melody made a surprise appearance, joining in the festivities and ensuring every guest felt the joy and excitement of the occasion.

“Reunion dinners are a cornerstone of Chinese New Year traditions, symbolising love, connection and the strengthening of family bonds. We are honoured to partner with MSF’s ComLink+ and Families for Life (FFL) to host this meaningful event, spreading joy and fostering unity,” said Benjamin Boh, managing director of McDonald’s Singapore.

MARKETING-INTERACTIVE has reached out to McDonald's Singapore for more information.

McDonald's' goal to spread the love to underprivileged families this CNY did not stop at Singapore's border. Earlier last week, McDonald's Hong Kong and Caritas Hong Kong teamed up to launch a McDonald's-themed Star Ferry party for families in-need.

In a conversation with MARKETING-INTERACTIVE, McDonald's spokesperson said as part of Hong Kong’s social fabric for 50 years, the brand aims to reinforce its commitment as a purpose-driven and family brand to feed and foster communities, creating happy moments for its community at large as its founder, Ray Kroc said, “we have an obligation to give back to the community that gives so much to us.” At the heart of our brand is our relationship and bonding with the community."

As part of the campaign, McDonald’s Hong Kong invited 50 grassroots families to participate and take a free Star Ferry tour around Victoria Harbour to share the joy of McDonald's 50th anniversary in Hong Kong.

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