Why did someone pay HK$500 for a McD's Quarter Pounder?

Under what circumstances will a diner pay HK$500 (US$64.61) for a McDonald’s Quarter Pounder with Cheese? When a celebrity chef fronts it. Even better if his nickname is a "food magician".

Halo effect: 10, Wallet: 0

McDonald’s and DDB Group partnered with locally renowned Mauritian-Hong Kong chef, Christian Yang to "open" a popup restaurant that fooled the tastebuds of even the most skeptical diners. Burger names like Aloha Heat and Alpine Delight, the fancy menu and the freedom to 'pay your own price' proved the lurking power of the subconscious halo. It's really a case of mind over meal. Luckily, Ad Nut's mind is very set on acorns and walnuts.

CREDITS

Client: McDonald’s Hong Kong
Creative Agency: DDB Group Hong Kong
VP Regional Director: Peter Rodenbeck
Planning Director: Andreas Krasser
Senior Planner: Adrian Tso
Group Creative Director: O’Poon
Creative Director: Paul Yu
Creative Director: Wilson Ang
Creative Director: Timothy Li
Senior Copywriter: Joe Ting
Senior Art Director: Colin Siu
Senior Art Director: Buzz Kwok
Copywriter: Benjamin Chan
Designer: Mandice Wong
Assistant Art Director: Emily Kam
Assistant Art Director: Iris Law
Head of Broadcast: Annie Tong
TV Producer: Denise Wong 
Senior Account Director: Jan Lee
Account Director: Koman Ko
Account Manager: Koey Kong
Account Executive: Barry Tang
Account Executive: Ava Yau
Media Agency: OMD Hong Kong
Business Director: Germaine Tse
Group Head: Tiffany Cheng
Senior Buying Manager: Eppie Tsang
Senior Buyer: Pez Mo
Senior Buyer: Verna Kwan
Media Planner: Phoebe Ng
Digital Media Planner: Mabel Ho
TVC Director: Maisy Choi – Such Films