Why Happy Meals advertising makes McDonalds smile
A demonstration of advertising in a defensive role
Authors: Matilda Johnson and Mike Daniels Agency: OMD/DDB
- Objective: To protect and maintain the brand position and longterm profitability of the Happy Meal, a mature product
- Results: McDonalds Happy Meal advertising maintained its leadership position while also accounting for 14% of its gross profit
This case study is more difficult to assess than many other studies submitted for these awards. Why?
Because the set up of the awards is weighted to campaigns of...