Japan: McDonald's drives Demand through good luck marketing

The Japanese division of McDonald's presented a promotion, linking the product with a symbol of good luck and emotional involvement of customers. Puri Puri Ebi Purio ("Crispy Shrimp") snack has been added to the chain's assortment, with random portions of heart-shaped shrimp. They are perceived as a sign of good luck, which creates an element of play and encourages repeat purchases.

The promotion is accompanied by an advertising campaign with the participation of actor Junichi Okada, where the romantic plot plays out the discovery of a shrimp heart as a special sign, right up to the marriage proposal. This approach creates an emotional attachment to the product and enhances the "surprise" effect. The company relies on social media activity: users share photos of "successful finds", which expands organic reach and supports interest in the brand.

A snack with an unusual element will be available in the Japanese market from September 17 to the end of October 2025. Using a random factor increases customer engagement: customers come back hoping to try their luck again, which directly drives sales. Such initiatives illustrate McDonald's strategy of combining a traditional menu with non-standard marketing moves, where the product becomes a carrier of symbolic meaning. In a highly competitive Japanese food service market, the emphasis on emotional experience and engagement through "luck" is an effective tool for retaining and engaging audiences.