The Meal was a multi-channel, integrated PR campaign which saw McDonald’s remove the iconic smile from its Happy Meal boxes for the first time ever to spark family conversations about emotions during Mental Health Awareness Week
We know it’s okay not to be happy all the time, but our daily pressures, busy lives and social norms mean that sometimes we forget to be mindful of every emotion. Even more so with kids – have you ever encouraged a child to “stop crying” or “not to be sad”? It’s a common reflex many adults have. The idea that we can’t always be happy is a simple insight and, remarkably, came from a junior Creative. A very junior Creative, in fact. One night over dinner at home, the 13-year-old daughter of Ready10 founder David Fraser said, “the thing about Happy Meals is, you’re not always happy”. She was right. And that sparked a creative thought, which led to a global, conversation-leading PR campaign
2,000+ pieces coverage globally
87% positive sentiment in news coverage
75% increase in search for Happy Meals
2.5m boxes produced and sold
40% of UK parents discussed the campaign with their child/friend/partner
