Established expectations are very difficult to shift. We wanted to reset customers’ expectations of the Quarter Pounder with Cheese, but you don't get a second chance simply by asking – you get one by proving yourself through actions. And even better when these actions are surprising. After all, surprise is the most authentic emotion around.

Therefore our idea: A Surprise in Disguise

We partnered with renowned Mauritian-Hong Kong chef, Christian Yang, to open a pop-up restaurant that would convince even the most skeptic of the QPC’s superior quality and taste.

Partnering with renowned Mauritian-Hong Kong chef, Christian Yang, we opened a unbranded pop-up restaurant in the middle of Hong Kong that featured just three burgers; the Quarter Pounder Aloha Heat, the Quarter Pounder Alpine Delight and the classic Quarter Pounder with Cheese, under different names of course. Everything about the restaurant appeared to be normal at first.

The twist however, the burgers were not priced. Instead, customers were asked to pay what they thought the burgers were worth. Only then did our chef Christian Yang reveal that these were in fact McDonald’s burgers.

The campaign was complemented by unbranded 15-second teaser ads, a thematic 30-second TVC, and digital ads on various platforms.

Our eye-opening experience increased food quality perceptions by a tremendous 30%, and lifted brand trust by an astounding 46%. Sales went through the roof, overachieving the initial target by 48%. (Detailed results covered in the confidential information for the jury)

Furthermore, Our pop-up store experience garnered more than 100,000 views on YouTube in only 2 days.