| Title | HAPPY MEAL BIRD BOX |
| Brand | MCDONALD'S |
| Product/Service | HAPPY MEAL |
| Category |
F01. Integrated Campaign Led by Direct |
|
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 of the cooking into people’s homes, so we wanted to give the families special meal moments and give them something fun to do together.
Describe the creative idea (30% of vote)
Combining the Finn’s love of nature and McDonald’s objective to provide precious family moments we came up with Happy Meal Bird Box. We gave a DIY nest box set to Happy Meal customers 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 gave out 1400 limited edition Bird Boxes for every Happy Meal purchase. The DIY kit had everything you need for building a nest box. For those who couldn’t get their 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 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 1.63 million. The customer’s response at the restaurants and on social media was highly positive.