| Title | HAPPY MEAL BIRD BOX |
| Brand | MCDONALD'S |
| Product/Service | HAPPY MEAL |
| Category |
B02. Use of Ambient Media: Small Scale |
|
Entrant
|
FOOD FOLK SUOMI OY Helsinki, FINLAND
|
|
Idea Creation
|
NORD DDB Helsinki, FINLAND
|
|
Media Placement
|
OMD FINLAND Helsinki, FINLAND
|
|
PR
|
NORD DDB Helsinki, FINLAND
|
|
PR 2
|
COCOMMS Helsinki, FINLAND
|
Credits
| Mats Nyström |
Food Folk Suomi Oy |
Marketing Director |
| Olli Tiainen |
Food Folk Suomi Oy |
Marketing Manager |
| Mikko Poutanen |
Food Folk Suomi Oy |
Marketing Manager |
| Heli Ryhänen |
Food Folk Suomi Oy |
Communications Director |
| Ari Lamminen |
Food Folk Suomi Oy |
Marketing Co-ordinator |
| Kalle Wallin |
Nord DDB |
Creative Director |
| Olli-Pekka Sipilä |
Nord DDB |
Client Director |
| Markus Malmberg |
Nord DDB |
Copywriter |
| Henrietta Tastula |
Nord DDB |
Creative Strategist |
| Antti Einiö |
Nord DDB |
Copywriter |
| Ville Koivisto |
Nord DDB |
Project Director |
| Niina Tuominen |
Nord DDB |
Project Director |
| Kati Koivupalo |
Nord DDB |
Graphic Designer |
| Samuel Glithero |
Nord DDB |
Graphic Designer |
| Tero Ahonen |
Nord DDB |
Creative |
| Satu Ylikortes |
OMD |
Client Director |
| Iiris Antinoja |
OMD |
Client Manager |
| Niki Säilä |
OMD |
Strategist |
Why is this work relevant for Direct?
The Happy Meal Bird Box was targeted directly to the family audience by giving the whole family something fun to do together after enjoying a meal.
Background
Families and communities are at the core of McDonald’s. We wanted to do something good for the community as well as increase McDonald’s top-of-mind amidst families. The pandemic moved most meal moments into people’s homes, so we wanted to give families something fun to do together.
Describe the creative idea (30% of vote)
Combining the Finns’ love of nature and McDonald’s objective of providing precious family moments we came up with Happy Meal Bird Box. We gave a DIY nest box kit to Happy Meal buyers all over Finland so the families could assemble them together and put them up in the nature.
Describe the strategy (20% of vote)
During the pandemic most meals were made at home as restaurants faced restrictions. For example, one of the biggest grocery chains in Finland, the K-Group grew its online grocery sales at highest by +800% a week* and many started to get bored of only cooking and eating at home. We wanted to give the families a break from cooking as well as giving them something fun to do together. Our target audience included all kinds of Finnish families. We reached them by giving out Bird Box kits to everyone buying a Happy Meal on September 26th all over Finland.
https://www.kesko.fi/en/media/news-and-releases/stock-exchange-releases/2020/kesko-q1-2020-record-q1-result-impact-of-coronavirus-epidemic-seen-from-mid-march-onwards/
Describe the execution (20% of vote)
On September 26th we gifted Finnish Happy Meal buyers with 1400 limited edition Bird Boxes. The Bird Box kit, created by a local carpenter, had everything you need for building a nest box. And if you couldn’t get your hands on the real deal, we also shared the instructions on making a Happy Meal Bird Box from scratch. To communicate about the campaign we used OOH teasers, website, local influencers, PR and POS materials.
List the results (30% of vote)
The Bird Box lifted Happy Meal to the headlines in Finland for the first time in years. The campaign resulted in an earned media value of 1.51 million euros – 80 times bigger than the original investment. The earned media reach was 163 million and people abroad seemed to be loving the small constructions that are so familiar to the Finns. The customer’s response at the restaurants and on social media was highly positive.