| Title | HAPPY MEAL SENIOR |
| Brand | MCDONALD'S |
| Product/Service | HAPPY MEAL |
| Category |
D02. Use of Events & Stunts |
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Entrant
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NORD DDB Stockholm, SWEDEN
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Idea Creation
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NORD DDB Stockholm, SWEDEN
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Media Placement
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NORD DDB Stockholm, SWEDEN
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PR
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NORD DDB Stockholm, SWEDEN
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Production
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NORD DDB Stockholm, SWEDEN
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Post Production
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NORD DDB Stockholm, SWEDEN
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Credits
| Andreas Dahlqvist |
NORD DDB |
Chief Creative Officer |
| Petter Dixelius |
NORD DDB |
Copywriter |
| Joel Ekstrand |
NORD DDB |
Art Director |
| Teodor Nisbel Fjäll |
NORD DDB |
Art Director |
| Viktor Einarsson |
NORD DDB |
Copywriter |
| Jens Welin |
NORD DDB |
Senior Client Director |
| Jeanette Ytterman |
NORD DDB |
Senior Client Manager |
| Tobias Bergenwall |
NORD DDB |
Creative Producer |
| Josefin Kihlman |
NORD DDB |
Producer |
| Kristin Åkerlund |
NORD DDB |
PR strategist |
| Christian Björnerhag |
NORD DDB |
Motion Designer |
| Edith Sundberg |
NORD DDB |
Graphic Designer |
| Sofie Hammers |
NORD DDB |
Social Media Strategist |
Why is this work relevant for PR?
The PR value in this work is simply tweaking the brand's most iconic meal, Happy Meal. But we did it for a good reason - to show that McDonald's always adapts to be a relevant family restaurant, even in times of crisis. Happy Meal Senior is an activation that not only adapted to Covid-19 but also addressed a problem that Covid-19 created, and came up with a solution to it.
Background
Grandparents have surprised their grandkids with Happy Meals since 1979. But as they are a risk group, they can’t meet with their grandkids. This has proven to be a big issue regarding mental health amongst seniors. McDonald's wanted an event that showed that McDonald's delivery options, as well as their restaurants, are the number one choice for families even during unusual times.
The brief was to come up with the creative idea, not building on an existing idea.
Describe the creative idea (20% of vote)
To show that McDonald's is a family restaurant we had to come up with a Covid-19-safe experience for families. To make kids reconnect with their isolated grandparents during Covid-19 we reimagined the kids' all-time favorite meal - the Happy Meal. The iconic Happy Meal is usually for kids, but in unusual times we made it a surprise for seniors as well. By combining kids' love for their grandparents with their love to create, the new "Happy Meal Senior" became a memorable experience for all family members.
Describe the PR strategy (30% of vote)
We gained publicity by tweaking something highly recognizable. The Happy Meal has always been the same. And it has never been given a new consumer group - ever. So just by giving the Happy Meal a new consumer group we reached earned publicity that we never could've dreamt of. And not only publicity - the initiative got visitors to buy extra meals for their loved ones, increasing sales.
We really wanted to engage children and families visiting the restaurant. And the most classic surprise a grandparent can get is a drawing or letter to put on the fridge.
Describe the PR execution (20% of vote)
Since the Happy Meal is is a part of pop culture we figured out that playing with the preconceptions about what a Happy Meal can be, would attract some attention. We simply flipped the kids' favorite meal to be a meal for senior citizens instead. But we didn't do it just for fun, but for a good reason. Reconnecting kids with their grandparents. First, we targeted magazines writing about pop culture, but it ended up being written about in NewsWeek as well, due to the universality of social distancing due to covid-19.
List the results (30% of vote)
- +400M unique impressions
- Over $3.500.000 in media
- In September, the magical 100,000 purchases were reached in one month, which broke the all time record of Happy Meal deliveries with McDelivery in a month.
- The campaign led to an increased market share during the campaign period.
Describe the effectiveness of the PR campaign
- +400M unique impressions
- Over $3.500.000 in media
- In September, the magical 100,000 purchases were reached in one month, which broke the all time record of Happy Meal deliveries with McDelivery in a month.
- The campaign led to an increased market share during the campaign period.