McDonald’s

When McDonald’s introduced its McValue platform amid rising prices, ADMERASIA saw an opportunity to redefine what “value” truly means for Asian American consumers. Launching during Lunar New Year, a season of generosity, renewal, and togetherness, the “Get More Than You Expect” McValue Red Envelope campaign transformed an everyday menu platform into a cultural celebration.

Rooted in the iconic red envelope tradition, the campaign turned McValue deals into digital blessings of prosperity across streaming, shopping, gaming, and payment platforms. From unlocking ad-free Lunar New Year content to delivering festive savings through interactive red envelopes, McDonald’s met Asian American audiences where culture and community thrive online.

More than a value message, the campaign became a gesture of thoughtfulness and respect — honoring heritage while inviting everyone to celebrate smart choices and shared abundance. The result: a culturally authentic, emotionally resonant experience that redefined value as something deeper than price — a connection.