Breaking the convention and showing the normally unhappy reactions of kids towards fruit got every parent's attention. It also convinced parents in a fun way that McDonald's is helping their child to eat more fruit by disguising it as part of the well loved Happy Meal.

The Happy Meal has always been an important part of the McDonald's experience, so making any changes to the menu are extremely difficult to do. McDonald's started the campaign by including and apple with every Happy Meal in all their 163 restaurants in Switzerland. The campaign was spread over all channels nationally, from indoor posters and flyers to online, TVC, print and poster ads.

Even though there was a price increase there were more Happy Meals sold than before and more fruit eaten too. This despite a market that is normally extremely price sensitive. The reactions to the Happy Meal were only positive. This was surprising for a product that was always seen as unhealthy by parents. For their effort and commitment to the children, McDonald’s has been given the „5 a Day“ seal of approval by the Swiss National Health Organisation.