VERY HAPPY MEAL

TitleVERY HAPPY MEAL
BrandMCDONALD'S JAPAN
Product / ServiceHAPPY MEAL
CategoryA11. Corporate Social Responsibility (CSR) / Corporate Image
EntrantBEACON/LEO BURNETT Tokyo, JAPAN
Idea Creation BEACON/LEO BURNETT Tokyo, JAPAN
Production ONION Tokyo, JAPAN

Credits

Name Company Position
Erick Rosa Beacon/Leo Burnett Tokyo Chief Creative Officer
Tadashi Inoue Beacon/Leo Burnett Tokyo Executive Creative Director
Ron Smith Beacon/Leo Burnett Tokyo Executive Creative Director
Daichi Tanaka Beacon/Leo Burnett Tokyo Creative Director
Tomoyasu Kurosaki Beacon/Leo Burnett Tokyo Senior Art Director
Ayaka Hoshino Beacon/Leo Burnett Tokyo Copywriter
Chizuru Horikawa Beacon/Leo Burnett Tokyo Head Designer
Takamasa Sakano Beacon/Leo Burnett Tokyo Designer
Kana Hirano Beacon/Leo Burnett Tokyo Designer
Maoko Ochi Beacon/Leo Burnett Tokyo Brand Strategist
Hiroki Mashima Beacon/Leo Burnett Tokyo Film Producer
Kohei Kobayashi Beacon/Leo Burnett Tokyo Assistant Film Producer
Greg Jones Beacon/Leo Burnett Tokyo Group Business Director
Masayuki Namiki Beacon/Leo Burnett Tokyo Group Account Director
Yoshikazu Shimano Beacon/Leo Burnett Tokyo Account Supervisor
Mio Tokuyama Beacon/Leo Burnett Tokyo Account Manager
Shino Fujieda Beacon/Leo Burnett Tokyo Account Executive
Lisa Hiraga Beacon/Leo Burnett Tokyo Account Executive
Mika Archer MSL Japan Account Director
Takao Kuramoto Onion, Inc. Producer
Masakado Kajiwara Onion, Inc. Producer
Chonghao Zhao Onion, Inc. Production Manager
Tetsuya Uesugi KUANI Director
Toshihiko Kizu Connection Cameraman
Masanori Midorikawa freelance Lighting
Ayano Tachibana freelance Stylist
Yuko Takashiro freelance Hair & Make-up
Kenichi Tsutsumi freelance Casting

Why is this work relevant for Brand Experience & Activation ?

As one of the world’s largest restaurant companies, McDonald’s has the responsibility and opportunity to take action on some of the most pressing social and environmental challenges in the world today. Using our Scale for Good, McDonald’s Japan wanted to put old Happy Meal toys to good use. And through this first-ever initiative, prove to the global network there is value for the brand in supporting programs that recycle our Happy Meal toys. The recycle program was ideal for elevating the brand experience and getting our customers to participate in something good.

Background

Situation: Parents were feeling stress about old Happy Meal Toys piling up. Kids didn’t want to part with their old toys. The brand wanted to improve the perception of our commitment to using our scale for good. The combination of these issues pushed us to pursue some way of implementing a recycling program to transform toys into trays and positively shift perception of the brand. Brief: Make people feel better about McDonald’s social conscious and Happy Meal Toys environmental impact. Objectives: Get significant number of parents & kids to participate in a toy return/recycle program within a 2-month window.

Describe the creative idea (20% of vote)

Kids love Happy Meal Toys. But as the toys pile up, parents stress out. McDonald’s Japan wanted to offer a way for kids to feel better about saying goodbye to their old toys while giving parents a chance to share an important lesson in sustainability. This is the story of how kids part with their old Happy Meal Toys but meet them again with a renewed smile! And help shape a positive feeling towards our brand while galvanizing the global network to start a recycling program in their region of the world.

Describe the strategy (20% of vote)

Target audience: Parents & Kids Approach: Leverage TVC, social & in-store merchandising to motivate kids, in partnership with their parents, to return old Happy Meal toys to the store

Describe the execution (30% of vote)

Implementation: Toy Collection Boxes & posters were placed in every restaurant. Timeline: 2 month period (March - May) Scale: Placed in nearly 3000 restaurants across Japan

List the results (30% of vote)

Business Impact: In just two months, a staggering 1.2 million toys were collected and recycled, adopting leading-edge technology used only in Japan. Response Rate: The toys kids returned transformed into over 100,000 smiling green trays! Impressions: PR value in earned media amounted to ¥46,614,972 ($416,411). Change in behavior: Surveys showed 81% of moms believe that McDonald’s is concerned about the environment. And 79% of them thought that McDonald’s contributes positively to the local community and society. Consumer Awareness: Highest comprehension/awareness scores (50%/81%) of all seasonal programs. TVC scored highest source of awareness in 2018 (73%). In-store recycle box was the second biggest source of awareness for 2018.

Links

Supporting Webpage