Cannes Lions


PRIME PR, Stockholm / MCDONALD'S / 2010

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The concept: “Don’t you have any good stories?” became a tribute to all bad stories that children have to put up with and was expressed by an integrated campaign that included online and offline PR, ads and through McDonald’s own channels.

The heart of the campaign was the online fairytale generator where parents could fill in a number of words which were generated into their own weird story. Whoever wanted the chance of winning 36 children’s books could compete with their story and also spread the fairytale generator by telling friends and acquaintances via Facebook, Twitter, e-mail or placing a badge on their blog.

In this way we created engagement in the target group and involved them to spread the fairytale generator and Book Happy Meal through their networks. At the end of the campaign, the winning story was read aloud by an actress from the Swedish Royal Theatre.


Besides the Queen of Sweden promoting Book Happy Meal in national TV, the PR-campaign had a reach of over 10 million.

The fairytale generator was exposed to over 73,000 visitors per week and over 2,000 parents competed with their story.

The impact on blogs was massive, Book Happy Meal and the fairytale generator was named in at least 120 blogs.

920,000 books were distributed, which meant a 26 percent increase in the publishing of children’s books in Sweden.

Book Happy Meal became the most sold Happy Meal in 2009 and will be used in a number of countries from now on.

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