"Mornings with You"—McDonald’s Breakfast Comic Series

The McDonald's 2025 Breakfast Campaign strategically aimed to reposition McDonald's as the top breakfast choice for Asian American commuters. A key component of this initiative was the collaboration with Webtoon, a platform favored by the target demographic for digital comics. This partnership led to creating "Mornings with You," a custom, 3-episode branded comic series.
The series showcased a touching narrative centered on morning rituals, familial connections, and intergenerational traditions. This approach was informed by Admerasia's Asian media research, which highlighted digital comics as a top content format for Gen Z and Millennial Asian Americans, particularly during late-night browsing and morning commutes, both key breakfast decision-making moments. Qualitative insights further revealed that stories emphasizing family and daily rituals strongly resonated with this audience. By integrating the brand into these culturally relevant themes, "Mornings with You" provided a non-intrusive entry point into the daily lives of the target consumers.
The campaign leveraged homepage takeovers and video units delivered upon the first app open to amplify the emotional impact and visibility of the Webtoon series. This strategy connected with consumers during familiar moments of contemplation and routine, influencing their breakfast choices in real time. The "Mornings with You" Webtoon series achieved significant engagement, with 92,724 reads, 2,805 favorites, and 6,946 engagements, resulting in a 7.49% engagement rate, which was well above the benchmark. Full-screen video units also performed strongly, driving a 3.31% CTR with a 96.78% video completion rate across over 6.9 million impressions. The campaign's success demonstrated that culturally attuned content can drive both brand affinity and action.