Bird Box
Background
Amidst 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.
IDEA
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 Happy Meal Bird Box, a DIY nest box that looks like a Happy Meal box. 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.
RESULTS
The Happy Meal Bird Box gave families something to dabble with outside and increased positive sentiment towards McDonald’s in the target group. The global media loved the Happy Meal Bird Box and we reached over 163 million people around the world, gaining 1,51 million euros in advertising value. According to McDonald’s brand tracker, the families’ brand trust grew from 33,9% to 39,3% from September to November 2020.
