Get More Than You Expect: McValue Lunar New Year Red Envelope

McDonald’s remains the U.S. QSR leader, but rising prices and cost pressures have dampened traffic among value-conscious customers. For Asian American consumers, value extends beyond price to encompass quality, utility, and meaningful return. To reestablish leadership in this space, McDonald’s launched McValue, a platform designed to increase customer visits by highlighting the benefits of everyday value. The campaign aimed to connect with Asian American adults aged 18+ in a culturally relevant way.
The McValue launch coincidentally aligned with Lunar New Year (LNY), and our team strategically tied the campaign to this significant cultural moment. Traditionally, red envelopes are gifted during LNY to convey blessings, prosperity, and thoughtfulness. By linking McValue to these insights, we positioned the platform as more than affordable menu items—it became a way for consumers to celebrate, share, and make smart spending choices while enjoying meaningful experiences.
The “Digital Red Envelope” activation employed an omnichannel approach, spanning CTV, display, social media, gaming, shopping platforms, and streaming environments during peak LNY. Streaming platforms featured branded red envelopes with deals, offers, and ad-free access, reinforcing that McDonald’s delivers more than expected. On money transfer apps, banners appeared as users sent digital red envelopes, connecting McValue to both cultural tradition and smart financial choices. Across shopping platforms, red envelope-shaped ads and curated offers engaged deal-seekers, while a festive interactive quiz in gaming concluded with an animated red envelope reward, reinforcing the savings message.
The campaign generated 37.8 million impressions and a 33.6% behavioral lift, with red envelope creatives significantly outperforming standard formats. By strategically tying McValue to Lunar New Year and leveraging cultural insights, the campaign delivered both emotional resonance and measurable business impact, strengthening McDonald’s position as a provider of value while celebrating tradition and meaningful connection with Asian American audiences.