The quarter pounder with cheese recently made its debut at McDonald’s in Japan, and the campaign they’re using to promote it baffles me. Purchasing a quarter pounder value meal nets you this little package: 

It contains a scratch off ticket, both sides of which are shown below:
Front: Big Mouth! Quarter Pounder: Japan’s Rose-Colored Plan
Back: Scratch off the panel with all your might! If it says “winner”, you’ll receive a rose-colored t-shirt.

Am I missing something here? Is the quarter pounder eating demographic clamoring for pink clothing?

But that’s nothing compared with the button that was also enclosed:

Whaaa? I don’t get it.