McDonald’s reimagines breakfast via Ogilvy Taiwan’s ‘Goodnight, See You for Breakfast’

McDonald’s Taiwan and Ogilvy Taiwan have launched a new breakfast campaign in Q3 this year, ‘Goodnight, See You for Breakfast,’ approaching the breakfast conversation from an unexpected angle, the night before. Since McDonald’s breakfast is only served until 10:30 a.m., many consumers miss it because they wake up late after staying up the night before. The brand therefore rethought its communication timing, encouraging people to “Go to bed early so you can wake up for breakfast.” Beyond a mealtime reminder, McDonald’s aims to amplify the cultural and social significance of breakfast, turning it from a simple food choice into a symbol of healthy living and better routines.

The core idea of the campaign lies in Goodnight Song, the song deeply rooted in Taiwan’s collective memory. Since its release in 1979, the song has served as a nationwide signal that “the day is over,” played as the sign-off tune for television stations, the closing music in department stores, and even the military’s lights-out signal. Within the Chinese-speaking world, the song holds deep cultural meaning, embodying a ritual and a shared language that connects generations, much like Happy Birthday in the West or Mariah Carey’s festive anthem All I Want for Christmas Is You. Moreover, the song’s performer, Fei Yu-ching, is one of Taiwan’s most beloved singers, known for his clear and emotive voice that transcends time. Although he retired in 2019, McDonald’s reintroduced his iconic Goodnight Song, a nearly half-century old classic, as a meaningful brand asset. The campaign addresses Taiwan’s tendency to stay up late by encouraging earlier nights and turning Goodnight, See You for Breakfast into a simple nightly reminder shared by people of all ages.

Rather than a one-off advertisement, the campaign represents a redesign of the consumer journey, transforming Goodnight Song into a complete brand experience that connects sleep and action. With guidance from sleep experts, the song was reinterpreted using a musical rhythm in the range of 60–80 BPM, as studies have suggested that such rhythms may help induce a calmer brain state and facilitate the transition to sleep. The Ogilvy team then visualized the melody through a dreamlike world made of McDonald’s breakfast ingredients, creating a subtle sensory experience that gently eases viewers into rest while evoking a craving for breakfast before sleep.

McDonald’s invited different artists to perform Goodnight Song nightly on social media every night at 9 p.m., reaching people during their pre-sleep screen time. Targeted nighttime ads on digital and video platforms turned bedtime scrolling into a moment of brand connection.

The brand extended its visibility across MRT, bus, and taxi screens, mall displays, and convenience stores to strengthen its presence. Surprise live performances at KTVs and bars brought the message directly to night owls: “Go to bed early so you can wake up for breakfast.”

A digital singing challenge invited people to record and share their own Goodnight Song, turning a one-way message into a shared nightly promise to go to bed early.

The next morning, consumers could use the McDonald’s app to pre-order breakfast, skip the wait, and redeem exclusive coupons—turning their goodnight promise into real breakfast enjoyment.

This campaign was more than a product push; it was a cultural act addressing real social habits and promoting healthier lifestyles. McDonald’s and Ogilvy shared one vision from the start: great brands move with the rhythm of their times. By transforming the end of the day into the beginning of breakfast, McDonald’s turned a song of rest into a symbol of better living, proving that creativity can inspire both action and change.

Giant Gong, Chief Creative Officer of Ogilvy Taiwan, said: “McDonald’s has deep brand heritage and rigorous standards. They guided us methodically into the McDonald’s universe while remaining remarkably open, giving the team creative freedom and strong executional support. At Ogilvy, we often speak of the triumvirate of account, strategy, and creative working in resonance. This time, McDonald’s joined as the fourth force — our best partner.”

Tiffany Chang, Director of Integrated Marketing Group at McDonald’s Taiwan, added: “McDonald’s believes in the power of creativity to drive growth. Building brand affinity takes time and consistency. As our first collaboration with Ogilvy, their fresh perspective brought new strategic thinking and integrated creative execution across media.”

Credits
Brand: McDonald’s Taiwan
Client: Cindy Lin, Tiffany Chang, Tracy Yi
Agency: Ogilvy Taiwan
Creative: Giant Kung, Lisa Hsu, Yoyo Hsu, Jill Yin
Strategy: Amy Shih, Ethan Lee
Account: Derrick Tseng, Showmin Li, Sunny Huang, Rita Kang
Producer: Jon Chang, Scottie Yang
Director: Gavin Yin
Production: Blue Moon Films