"Get More Than You Expect"—McValue Red Envelope

To launch McDonald’s new McValue platform and stand out in the competitive QSR space, we anchored the campaign in a powerful cultural symbol—the red envelope. Traditionally gifted during Lunar New Year (LNY) to convey blessings, prosperity, and value, the red envelope naturally aligned with McValue’s promise of consistent savings and delight — "get more than you expect." By reimagining this time-honored tradition as a modern, digital experience, we created a culturally resonant campaign that emotionally connected with Asian American consumers and effectively introduced McValue as more than just a menu.
Executed through an omnichannel strategy, our “Digital Red Envelope” activation appeared across CTV, display, social media, gaming, shopping platforms, and streaming environments during the peak LNY season. Each touchpoint was meticulously designed to celebrate the festive season while embedding McValue within the celebration—bridging cultural rituals with modern convenience.
On top streaming platforms, McDonald’s branded red envelopes popped up with deals, offers, and ad-free access—reminding families gathered around shows that McDonald’s gives more than expected. On popular money transfer apps like PayPal, we launched a red-envelope-shaped banner, meeting users as they sent digital red envelopes—connecting McValue to smart financial choices and warm wishes. Across leading shopping platforms, we reached deal-seekers during peak Lunar New Year planning with red envelope-shaped ads, sponsored content, and curated offers. In gaming, a festive interactive quiz introduced McValue in a playful, culturally tailored way—ending with an animated red envelope reward to reinforce the savings message.
The campaign generated 37.8 million impressions and a 33.6% overall behavioral lift. Red envelope creatives significantly outperformed standard formats across all channels, proving that tying McValue to a beloved tradition delivered both cultural relevance and measurable impact.