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The McDonald's 'Champions of Happy' Campaign Shifts Tactics
McDonald USA’s 'Champions of Happy' campaign celebrates healthy eating for kids.
The first spot, by Leo Burnett Chicago, shows Ferris, a kid with a very unhealthy pet goat. The goat eats everything in sight including homework, balls and even hair! The boy teaches his pet the importance of eating a balanced diet and the duo celebrate at McDonald's by eating a healthy Happy Meal. The goat's healthy diet makes him feel strong and powerful, and his child owner looks on with pride and happiness.
The animated spot introduces McDonald's new, healthier Happy Meals, and this is just a taste of what's to come. The company is creating a whole new branding aesthetic, and is trying to appeal to a more wholesome lifestyle.
The first spot, by Leo Burnett Chicago, shows Ferris, a kid with a very unhealthy pet goat. The goat eats everything in sight including homework, balls and even hair! The boy teaches his pet the importance of eating a balanced diet and the duo celebrate at McDonald's by eating a healthy Happy Meal. The goat's healthy diet makes him feel strong and powerful, and his child owner looks on with pride and happiness.
The animated spot introduces McDonald's new, healthier Happy Meals, and this is just a taste of what's to come. The company is creating a whole new branding aesthetic, and is trying to appeal to a more wholesome lifestyle.
Trend Themes
1. Healthy Fast Food Branding - Opportunity for fast food chains to redefine their brand as one that promotes healthy living and eating.
2. Kid-focused Advertising - Opportunity for brands to use kid-friendly advertising tactics to promote healthy eating habits and lifestyles.
3. Animals in Marketing - Opportunity for brands to use animals in marketing to promote healthy living and eating to children.
Industry Implications
1. Fast Food Industry - Fast food companies can use this trend to cater to the growing demand for healthier options.
2. Advertising Industry - Advertising companies can use this trend to create engaging and educational ads that target children's eating habits and preferences.
3. Animal Welfare Industry - Animal welfare organizations can work with food companies to promote healthy lifestyles and eating habits through animal imagery and storytelling.
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