CLIENT
McDonald's Corporation
Marlena Peleo-Lazar, VP- Global Chief Creative Officer
Diane Pomierski, Creative Dir.
Elizabeth Campbell, Mgr. - Concept Development
Ubong Ituen, Sr. Dir. - Concept Development
Lisa Frick, Dir. -Concept Development
Carol Koepke, Sr. Mktg. Dir.
AGENCY
Siamak Bonshahi, Account Executive
Jennifer Porcinito, Account Supervisor
Julie Hoffman, Sr. Planner
John Montgomery, Group Creative Head- EVP
Tony Katalinic, Associate Creative Dir.
John Hansa, Creative Dir.- SVP
Frankel - an Arc Worldwide Company
OMD
SUMMARY
As the industry leader, McDonald's saw the importance of providing balanced choices to even its littlest customers. In 2004 it introduced Happy Meal Choices (i.e. chocolate milk, low-fat white milk, apple juice and fresh apple slices). The launch campaign had to convince skeptical moms that the familiar "dream-come-true meal" for kids would be just as appealing. Results demonstrate not only increases in sales but also improvement in parents' perceptions of McDonald's offering a variety of foods for kids.
