Cannes Lions

HAPPY MEAL

LEO BURNETT INDIA, Mumbai / MCDONALD'S / 2012

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

While ‘Happiness in a box’ has been the core positioning for McDonald’s Happy Meal, over last few years it’s perception has reduced to that of a meal with a toy.

Execution

We came across a problem: thousands of Sparrows were deserting the city. Their gradual migration was due to reduced green spaces and lack of food & shelter.We came up with an idea – Happy Sparrows. We motivated kids to provide food and shelter for the bird. The resemblance of the McDonald’s Happy Meal box to a Sparrow house helped us integrate the brand into the experience.A few alterations transformed our regular Happy Meal box into a make-it-yourself, weather-proof Sparrow house. We replaced the existing pack, and used kid’s favourite Ronald McDonald to create buzz for the ‘Happy Sparrows’.

Outcome

In a month long promotion, a total number of 120,000 Happy Sparrow boxes were sold at various McDonald’s stores across Mumbai. This resulted into more than 100,000 new homes for the disappearing bird. Initial figures showed a slight rise in the number of Sparrows in the city.‘Happy Sparrow’ created talkability for the brand on social media and generated PR worth millions of rupees. But more importantly it changed the perception of Happy Meal from being just a meal with a toy to an endearing experience.

Similar Campaigns

12 items

1 Spikes Asia Award
Fax-4-Kiwiburger

DDB NEW ZEALAND, Auckland

Fax-4-Kiwiburger

2024, MCDONALD'S

(opens in a new tab)