Campaign SpotlightPress Release

McDonald’s Hong Kong and DDB encourage sneaky surprises

HONG KONG — Is a sneaky McDonald’s even better than a usual McDonald’s? Apparently, some customers think so, and McDonald’s Hong Kong is celebrating this in a new campaign developed together with the creative agency DDB Group Hong Kong.

Social listening by the brand revealed the joy customers experience from sneaking their menu favorites into unexpected places, such as airplanes. Leaning into this fan truth, McDonald’s Hong Kong has created a social campaign under the banner of #SNEAKJOY.

Social content of #SNEAKJOY opportunities will circulate promoting the campaign and offering up some inspiration. User-generated content will be rewarded with favorite menu item giveaways.


A special promotion will take place at Hong Kong International Airport today, where travelers are invited to experience the joy of “sneaking” a McDonald’s apple pie onto their flight. The first 1,000 people who simply show their boarding pass at the airport McDonald’s will receive a free apple pie to enjoy on the airplane. Customers creatively capturing their experience, sharing it on social media via the campaign hashtag #SNEAKJOY, and tagging the McDonald’s Hong Kong Instagram account, will also be rewarded with free Chicken McNuggets on their return to Hong Kong.

Tina Chao, Chief Marketing and Digital Customer Experience Officer at McDonald’s Hong Kong, said, “This campaign really celebrates the joy of having McDonald’s in unexpected places. Joy is a key value of our brand, and this is a playful way to showcase that we want to enable our customers to experience this emotion anytime and anywhere.”

Andreas Krasser, CEO at DDB Group Hong Kong, commented, “This campaign is special: because it taps into and amplifies an existing behavior, it was of sorts already co-created with customers. We hope it will bring a lot of joy, as well as entertainment, to even more people along the way.”

The campaign will run for three weeks, and giveaways until supplies last.

Partner with adobo Magazine

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