Bright, colourful, fun books appeal to kids and parents alike, which is why McDonald’s decided to offer them with Happy Meals as an alternative to plastic toys.
For the first Happy Meals book promotion anywhere in the world, McDonald’s Australia used customised editions of the Eye Wonder and Look Closer educational titles.
Special mini-size editions were created to fit easily in Happy Meal boxes. Redesigned covers highlighted McDonald’s branding and provided a consistent look and feel for all of the books. Branded plastic bookmarks were also created as an added-value giveaway.
Customer feedback from the world-first promotion was so positive that McDonald’s repeated it the next year, with titles from the Watch Me Grow series of animal books.
The Happy Meals campaign was devised by Creata. Read Creata’s testimonial here.