To launch its all-day breakfast promotion on 1 January 2014 for one day only, McDonald’s wanted an engaging way to cheer people up.

We came up with a happy newspaper to go with the breakfast, so all of Hong Kong could start 2014 in a refreshing way. Staying true to McDonald’s brand essence that represents great times and fantastic meals.

As a brand that represents happiness, we successfully gave Hong Kong a boost, by offering them great breakfast sets throughout the day and a fantastic start to the new year.

On 1 January 2014, McDonald’s had a historic guest count of over 477,700 customers, with a record-breaking sale of over $16 million. People of Hong Kong got to enjoy a fantastic morning, afternoon and evening with delicious food while reading uplifting news stories and columns.