McDonald's HK brings back Big N' Tasty with Eason Chan

McDonald's Hong Kong has brought back its Big N' Tasty (至尊漢堡) burger to celebrate the first anniversary of its McDonald's app points programme, with original spokesperson Eason Chan returning to front the campaign.

First introduced in 2007, the Big N' Tasty burger became a popular menu item and remains a nostalgic favourite for many Hong Kong consumers. The recipe features 100% Angus beef, fresh lettuce, tomato, pickles, crispy onion strips, and melted cheese, finished with the signature Big N' Tasty sauce.

With the return of the Big N' Tasty, McDonald's Hong Kong aims to build on its 50th anniversary momentum by rewarding loyal customers and deepening engagement with its app ecosystem through points earning, redemption, and exclusive member benefits. The comeback also reinforces the brand's emotional connection with Hong Kong diners, offering a sense of nostalgia alongside new menu excitement and collectible experiences.

With Chan returning to front the campaign, a McDonald's spokesperson told MARKETING-INTERACTIVE that he holds a unique place in the history of both the Big N' Tasty and McDonald's Hong Kong as the original face of the burger and the ambassador of the app loyalty programme, uniquely positioned to reconnect customers with one of the brand's most beloved menu items.

“Building on the strong public response to his involvement in McDonald's Hong Kong's 50th anniversary celebrations, Chan helps bridge generations of fans, turning the return of Big N' Tasty into a shared cultural moment that celebrates nostalgia, loyalty and the enduring connection customers have with the McDonald's brand.”

The campaign targets McDonald's app users and loyalty members, who are rewarded with exclusive early access, points redemption opportunities and member-only experiences; millennials and Gen X consumers who have a strong nostalgic connection with Big N' Tasty and Eason Chan, making them a natural audience for the product's highly anticipated return.

Done in collaboration with creative agency Communion W and media agency OMD, the campaign commenced with an exclusive app member preview on 6 July, allowing loyalty members to enjoy early access to both the returning Big N' Tasty and the new Big N' Tasty Chicken meal. The campaign officially launched on 7 July and will run throughout July, featuring multiple waves of engagement, including limited-time menu offerings, app-exclusive rewards, and a phased rollout of Grimace-themed collectibles to engage Gen Z and younger consumers.

The campaign has adopted a social-first and creator-led communications strategy, supported by mass-reach video and the McDonald's app ecosystem. Social and influencer channels are used to drive conversations, cultural relevance and fan engagement, while video content featuring Chan helps amplify the nostalgia and emotional appeal of Big N' Tasty. 

The campaign has tapped into iconic brand and cultural assets, including Chan, Big N' Tasty, and Grimace, to create a shared cultural moment that resonates across generations. At the centre of it all is the McDonald's app, which offers customers exclusive rewards, experiences, and collectibles in a seamless journey from awareness to participation.

Positioning loyalty as more than a transactional rewards programme, the campaign has combined exclusive access, rewards and gamified experiences to create ongoing value for members. Through app-only privileges, points redemption opportunities and lucky draws offering instant rewards and grand prizes, the strategy is designed to encourage repeat engagement, deepen customer relationships and strengthen the McDonald's app as the central platform connecting customers with the brand.

Randy Lai, CEO, McDonald's Hong Kong, said: “The return of Big N' Tasty is more than a product comeback-it is a celebration of the memories, loyalty and emotional connection that generations of Hong Kong customers have built with McDonald’s. As we continue our 50th Anniversary journey, we remain committed to creating meaningful moments that bring people together and keep our brand at the heart of Hong Kong culture.”

Don’t miss: McDonald's HK bakes culture into world-first chocolate McGriddles

Recently, McDonald's Hong Kong has turned breakfast into a cultural moment with the world's first chocolate McGriddles, fronted by COLLAR's Marf and powered by a music platform that connects with the city's youth.

Through this campaign, McDonald's has moved beyond transactional marketing to build a long-term cultural brand, driven by two core strategies: debuting an innovative product developed by the Hong Kong team to reinforce global leadership and rejuvenating the McGriddles franchise to spark organic word-of-mouth.

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