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

McDonald’s has long stood as the U.S. quick-service restaurant leader, but as economic pressures rose, the brand faced a challenge: reconnecting with value-conscious customers—particularly among Asian American consumers, for whom “value” extends beyond affordability to include quality, meaning, and shared experience.

To reignite excitement around everyday value, McDonald’s launched McValue, a platform redefining what “value” means by celebrating smart spending, quality enjoyment, and connection. The campaign’s debut in 2025 aligned with Lunar New Year (LNY)—a cultural moment symbolizing prosperity and renewal—presenting an authentic opportunity to resonate deeply with Asian American audiences.

Leveraging this coincidence, the campaign reimagined the red envelope tradition—a centuries-old gesture of generosity and good fortune—as a symbol of McValue. The “Digital Red Envelope” activation transformed this ritual into a multi-platform experience that invited audiences to celebrate and save in meaningful ways.

Through an omnichannel media approach—spanning CTV, display, social, gaming, shopping platforms, and streaming environments—the campaign met audiences in culturally relevant spaces. Red envelope-shaped creatives revealed deals and ad-free experiences, while banners within money transfer apps connected directly to the act of sending digital red envelopes. Across shopping and gaming environments, interactive experiences rewarded users with festive McDonald’s offers.

By combining cultural tradition with digital innovation, McValue transformed a promotional platform into a celebration of smart, meaningful enjoyment. Generating 37.8 million impressions and a 33.6% behavioral lift, the campaign reestablished McDonald’s leadership in the value space while strengthening emotional bonds with the Asian American community.