Turning Happy Meal into Family Soul Food

Family platform is one of the core businesses inside McDonald’s and Happy Meal is the star of the platform. On top of enhancing Happy Meal’s business, we expect to create a meaningful family experience to strengthen McDonald’s core positioning and cultivate brand fans. There are some indicators we aimed to achieve.
。Business Goal: Uplift sales of Happy Meal and enhance internal brand score of “Whole Families Enjoy – Parent”
。Marketing Goal: Preference for McDonald’s Co-Reading Day on Children’s Day
。Desire Consumer Action
– See: McDonald’s promotes companionship by co-reading.
– Feel: Co-reading is an easy and interactive way of companionship with kids.