McDonald’s removes smile from Happy Meal

By on Friday, May 17, 2024

McDonald’s UK, have removed the iconic smile from millions of Happy Meal boxes to prompt family discussions about emotions.

Research commissioned by McDonald’s highlights a startling statistic: nearly half (48%) of UK children feel pressured to be happy constantly.

In response, the burger chain has distributed 2.5 million limited-edition Happy Meal boxes to over 1,400 restaurants nationwide.

These boxes come with stickers depicting various emotions, allowing children to express how they feel by customizing their Happy Meal boxes.

A short film directed by Jake Mavity, featuring football legend Rio Ferdinand, accompanies the campaign.

Louise Page from McDonald’s, emphasised the campaign’s goal to encourage positive conversations about mental health within families.

The campaign by Ready10 and Leo Burnett UK is supported by a comprehensive media strategy across various platforms, including social media and OOH, with parenting influencers sharing their perspectives on the initiative.


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