Strengthening brand positioning through industry leadership and consumer education

McDonald's Hong Kong

McDonald’s has always been committed to building a sustainable community and creating value for the environment and society as a whole. In September 2022, McDonald’s Hong Kong achieved a major sustainability milestone by switching to wooden cutlery in its restaurants. This demonstrated the brand’s commitment to sustainable practices and acted as an encouragement for the industry, as well as consumers, to practice green living together.

Sinclair was appointed to position McDonald’s as a market leader in driving sustainability initiatives that benefit the community. One of the key challenges throughout the campaign was to ensure McDonald’s stood out from the market. To do this, we built a multi-pronged approach for the sustainability announcement and positive cross-channel sentiment that allowed us to create maximum impact.


Strategy Built a creative storyline based on the brand’s partnership with famous green icons Baby Shark and Aaron Kwok. Maximised exposure by communicating with the target audience about the brand’s approach across both online and offline channels.

Storytelling Created newsworthy and educational media angles by leveraging the iconic traits of Baby Shark and Aaron Kwok to showcase McDonald’s ESG initiatives and reinforce the brand’s leading position in the industry.

Media Engagement Invited media to attend the campaign launch event at the Hung Hom station store. The store was transformed into a Baby Shark-themed interactive pop-up and the launch event was attended by celebrity ambassador Aaron Kwok to create maximum buzz. Secured and facilitated media opportunities with target lifestyle and entertainment media to boost campaign exposure.

Thought Leadership Identified top-tier business media interviews to convey McDonald’s sustainability goals and plans, using the new initiative as a leading hook.

Baby Shark, Aaron Kwok and McDonald's Hong Kong CEO Randy Hui on stage at the launch event
media coverage
local media coverage
icon reach
+245 million
circulation across earned and paid channels
Social media phone
engagements on social media
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