Bringing some happy to families during COVID-19
In the midst of COVID-19, McDonald's wanted to do something good for the community as well as increase its top-of-mind among families. The pandemic moved most of the cooking and eating into people’s homes, so we wanted to give the families something fun to do together while enjoying eating without the stress of preparing food.
The Idea: Happy Meal Bird Box
We wanted to combine the Finns' love for nature and precious quality time spent as a family. Nest boxes are a part of Finnish culture and they slightly resemble the iconic Happy Meal box, which is known by almost every family with kids. This resulted in the Happy Meal Bird Box, a DIY nest box that looks even more like a Happy Meal box than they usually do. In September 2020 we gave out 1,400 DIY sets for people buying a Happy Meal and published the instructions for building one from scratch.
The Results
The campaign succeeded in changing the Danes' attitude, and after the launch:
33% rated McDonald’s as a place "Great for Coffee".
52% of Danes are aware that McDonald's serves barista coffee (+22%points) and helped awareness of McCafé reached 69% (+18%point increase).
39% of Danes consider buying coffee from McDonald's (+14%-point increase) – something that was also demonstrated in sales, which gained a significant boost and exceeded the targets by +13%.
Finally, the McCafé Hero film was voted by KANTAR to be among the three most effective and creative commercials of the year.