For the first time in McDonald’s history, we removed EVERYTHING from the iconic Happy Meal box, turning it into a blank canvas to encourage children to express their emotions using the power of creativity. In the second outing of repurposing this iconic product, McDonald’s once again transformed the Happy Meal brand experience into a news agenda-leading PR campaign, showing up on double the number of Happy Meal boxes – four million in year two – in all 1,500 restaurants across the UK.
For the past 50 years, Happy Meal has existed to put a smile on children’s faces. New research revealed that 42% of kids struggle to talk about how they feel, but 73% find it easier when drawing. As a brand synonymous with being happy, McDonald’s spotted an opportunity to use its scale to raise awareness of a simple, important and universal truth – it’s okay not to feel happy all the time.
200+ pieces of coverage
Over four million boxes sold
27% year-on-year increase in positive sentiment for McDonald’s
38% parents more likely to have a conversation with their child about emotions
