The strategy was built upon an insight that all children love when their parents tell stories, but a good story is hard to ad-lib. The strategy was to raise awareness among parents that children have to put up with a lot of bad stories and remind them that Book Happy Meal offered a solution. The online promotion for Book Happy Meal was a fairytale generator where parents could fill in a number of words which were generated into their own weird story. The fairytale generator was placed on one of Sweden’s largest websites for parents.

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 more than 2000 competed with their story. The Book Happy Meal and the fairytale generator were 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. As for the families, they received high quality books that in bookstores would cost more than twice as much.