Ronald McDonald Steals The Show in Melbournes Most Wholesome Real Estate Campaign

When Real Estate Meets Ronald McDonald

Every so often, a real estate campaign cuts through the noise — not because of its budget, but because of its heart.

In Melbourne, BigginScott Glen Waverley has done exactly that, delivering a campaign that’s brought smiles across the industry and reminded everyone that great marketing is about more than just listings.

At 5 Domino Court, Wheelers Hill, agents Richard Qiu and Eric Liu teamed up with the agency’s creative director Ming Xu to transform a property video into something nobody saw coming — a full Ronald McDonald–themed shoot raising awareness and funds for Ronald McDonald House Charities (RMHC).

The result? A campaign equal parts humour, nostalgia, and heart — and one that’s fast becoming a case study in how real estate marketing can make people feel something again.

Agents Richard Qiu, Ming Xu &Eric Liu

“It’s not just about being different,” says Xu. “It’s about connection — helping people see that real estate is about families, stories, and community.”

Why Ronald McDonald?

The inspiration came from the seller, a former McDonald’s franchisee.

“McDonald’s represents happiness — and we wanted to bring that feeling into this home,” Xu explained.

That sense of joy became the cornerstone of the campaign. Visitors were greeted by the “Ronalds” themselves, complete with bright yellow suits, red wigs, and clown shoes, and gifted RMHC socks — with every pair supporting families of sick children.

“We considered giving out Happy Meals,” Xu laughed, “but we wanted to make the memory more meaningful — something that truly helps people.”

From Open Homes to Open Hearts

In total, 60 pairs of RMHC charity socks were handed out, with proceeds donated to the charity. The response was immediate — attendees loved it, the community embraced it, and the video quickly gained traction online.

The campaign didn’t just generate exposure. It generated warmth.

Inside the ‘McHappy’ Home

Behind the bright costumes is a serious property. The five-bedroom Hamptons-style home at 5 Domino Court, Wheelers Hill, boasts:

• Three living zones and three bathrooms

• A designer kitchen with Smeg and SS Elba appliances

• An entertainers’ deck, firepit, and landscaped outdoor area

• Ducted heating, evaporative cooling, and a remote double garage

  
  

Set on 728sqm in Wheelers Hill’s golden mile, the home offers an ideal blend of luxury and lifestyle, walking distance to top schools, parks, and shopping.

Marketing With Meaning

Director Ming Xu has never been afraid to think outside the box. Known for previous cinematic property campaigns — including a voiceover by Liam Neeson — Xu’s latest project blends storytelling and social responsibility in a way few others have achieved.

He even directed the makeup session himself, joking that the team “had to borrow red lipstick from their wives.”

“We wanted to remind people that marketing can still be fun,” he said. “And that even in a serious business like real estate, there’s room for purpose and playfulness.”

Why It Works

In a world where attention spans are shorter than ever, emotional storytelling and community connection remain the industry’s most powerful tools.

BigginScott Glen Waverley’s campaign didn’t rely on gimmicks — it relied on heart. By connecting humour with humanity, the team turned a traditional sales video into a conversation piece that’s now circulating well beyond Melbourne’s real estate circles.

The Takeaway

Real estate marketing doesn’t have to be predictable.When you bring together creativity, empathy, and purpose, you don’t just promote a property — you create a moment that people want to share.

This campaign proves that selling homes can also mean spreading happiness and helping families in need.

And judging by the reaction so far, buyers and viewers alike are well and truly McLoving it. 🍟🏡