McDonald's - Reinvigorating the Value Meal

Challenge
To build the McDonald's Super Value icon into the most well recognized icon in China. Tie in the fact that all McDonald's restaurants are now open 24 hours a day!

Idea
Rebrand the old Value icon into a heart. "Everyday Super Value with Heart Tickling choices." Emphasize that Less is More and also connect the campaign with the fact that McDonald's is open 24 hours a day.

Results
Year on Year sales rose by 13%. Year on Year store visits rose 12%. For McDonald's in 2008 this campaign was the most successful in terms of driving consumer visits and sales.