The Key to Successful Storytelling - McDonald's New Campaign Celebrates Brand Loyalists

Arani Chaudhuri
Founder, and CEO at Iarani Inc.

1st June, 2018

Sunil Chawla, a 35-year-old man, has been collecting these toys ever since he bought his first ever Happy Meal in 1998. He easily won this contest with his collection of over 300 toys.

For everyone who has grown up enjoying McDonald’s Happy Meals, they have become a symbol for fun childhood memories. When I think about Happy Meals and my childhood, I feel nostalgic for the excitement of discovering a new toy and adding it to my collection or trying to exchange repeated ones with friends.

In a hope to celebrate their loyal customers, McDonald and Leo Burnett India (creative agency) set out on a mission to find the biggest Happy Meal fan in the country. The brand encouraged fans to take selfies with their collection of Happy Meal toys and send it to them along with the number of toys they own.

Sunil Chawla, a 35-year-old man, has been collecting these toys ever since he bought his first ever Happy Meal in 1998. He easily won this contest with his collection of over 300 toys. McDonald and Leo Burnett India turned this story into a digital film where Sunil reminisces about his first happy meal discovery and shares his journey over the years.

Additionally, they introduced an offer – ‘Make Any Meal a Happy Meal!’ where customers can make any meal a Happy Meal. This campaign is trying to normalize the idea that ‘Toys are for kids of all ages’ to support their loyal customers and encourage them to ‘find the child within themselves’.

Speaking about their new campaign, Rajdeepak Das, chief creative officer, Leo Burnett, South Asia said, “There is a child in all of us, and we keep indulging this child with its favorite treats however old we may be. McDonald’s has just made it easier for everyone to embrace this child. We don’t stop liking toys, for instance, just because we grow up, do we? The joy of collecting toys knows no age. This simple idea got us to the story of Sunil, and we knew it was a story that our consumers would instantly resonate with.”

References:

(2018, January 08). McDonald's new campaign tells the story of a 35-year-old Happy Meal toy collector - ET BrandEquity.Retrieved February 12, 2018, from

https://brandequity.economictimes.indiatimes.com/news/advertising/mcdonalds-new-campaign-tells-the-story-of-a-35-year-old-happy-meal-toy-collector/62413950


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