McDonald's: The Adult Happy Meal

Tass Tsitsopoulos, Alysha Kishan

McDonald's, a fast-food brand, set a record ROI for the brand with its Adult Happy Meal campaign in the USA which tapped into old memories to create new ones.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: Widen + KennedyIdea creation: Wieden + Kennedy New York Market: United States Sector: Restaurants & takeaways Media channels: Outdoor, Out-of-home, Point-of-purchase, in-store, Television & Connected TV, Merchandise & free gifts, Competitions & contests Budget: 5 - 10 million

Executive summary

One of the world’s most iconic brands, McDonald’s had lost its charm with Gen Z. They had faint memories of special moments at McDonald's, but were increasingly indifferent towards the brand. This paper shows how...

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