McDonald's South Africa: The Happy Meal Readers

McDonald's, a restaurant chain, increased awareness of its Happy Meal Readers Program in South Africa by launching a social media campaign that used mommy influencers to spread the news.

Campaign details

Brand: McDonald's South AfricaAdvertiser: McDonald's South AfricaCountry: South Africa

Strategy

As part of deepening our commitment to families, we launched the Happy Meal Readers Program to instil a lifelong passion for reading in children and further inspire fun moments of family bonding.

Objective: Drive awareness of the Happy Meal Readers.

Target Audience

Families with kids aged 4 – 9 years old.

Parents who are time starved and find it difficult to connect and have special moments with their children. Through reading, we will create truly together moments for families.

Creative Strategy

The strategy...

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