Why Happy Meals advertising makes McDonalds smile

Defensive campaign 1998-2000 for McDonalds Happy Meals, aimed at retaining market leadership and profitability.

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...