McDonald's HK launches breakfast anthem with Ashley Lin

McDonald’s Hong Kong has launched a new campaign featuring local artist and singer Ashley Lin with a song that celebrates the return of its tomato soup series as part of the breakfast menu.

Also known as “Beef up your morning with tomato twisty pasta series”, the campaign is done in collaboration with creative agency DDB Group Hong Kong and media agency OMD Hong Kong. While the series features a new product called tomato beef and egg twisty pasta, the campaign is designed to bring this offering to life in a way that feels both fresh and emotionally resonant.

In conversation with MARKETING-INTERACTIVE, Tina Chao, chief marketing and digital customer experience officer, said that the collaboration with Lin aims to continue building consistency on their breakfast music platform, as she is an emerging artist who brings both musical credibility and youthful energy to the stage. “As a fresh face for this product launch, we believe she not only sparks excitement but also reinforces our long-term brand positioning around music and mornings."

Additionally, Lin is a genuine McDonald’s fan who grew up starting her mornings with their breakfast, making her a natural fit for the campaign, according to Chao. Her self-composed song enhances the campaign’s music-led storytelling, and as a self-proclaimed morning person, she embodies the cheerful, feel-good spirit the brand wants its breakfast platform to deliver—uplifting and energising individuals from all walks of life, every morning.

The campaign seeks to speak to a wide audience — from students to office workers, early risers to late starters — just like how Lin brings vibrant energy to every corner of the street in the commercial.

The campaign kicks off with a TV commercial featuring Lin’s original song, designed to capture attention and energize mornings. The video features the delightful essence of the tomato soup twisty pasta breakfast set, highlighting Lin's joyful mornings filled with dance moves.

This is a fully integrated through-the-line campaign that activates across TV, digital, social video, music platforms, and the McDonald’s app, according to Chao. “A structured media plan ensures we deliver targeted, relevant messaging to different audience segments with tailored creative units across channels.”

“Breakfast is more than just a meal — it’s a moment that sets the tone for the day. To celebrate McDonald’s Hong Kong 50th anniversary, we’re proud to introduce a new breakfast innovation inspired by local tastes: the tomato beef n’egg twisty pasta, reflecting the hearty, comforting flavours Hong Kong people love to start their mornings with,” Chao said. 

“This campaign celebrates mornings with warmth and energy — 'Have a goooood morning' is not just our slogan, but the spirit behind this launch. Lin’s cheerful music adds a fresh, uplifting touch to the storytelling, helping us connect emotionally with our customers,” she added. 

Don’t miss: McDonald's HK recreates its historic first day in cinematic anniversary tribute

Back in September, McDonald’s Hong Kong took audiences back to where it all began, with a 10-minute micro-film that nostalgically recreates the opening of its first restaurant in 1975.  

Done in partnership with DDB Group Hong Kong and OMD Hong Kong, the film, titled “Back to the beginning in 1975”, is the next instalment of the brand’s ongoing 50th anniversary celebrations. It invites the city to return to the beginning, celebrate the present, and look ahead to the future — through cinematic storytelling and immersive brand experience. 

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