TBWA and McDonald's: Surprise for children
McDonald’s Switzerland now includes a piece of fruit with every Happy Meal. At least that’s good news for parents, as TBWA\Zürich shows in its new campaign.
McDonald's is using the popularity of the Happy Meal to make vitamins palatable to its young guests. The addition of fruit to the Happy Meal is recognized by the "5 a Day" campaign sponsored by the Swiss Cancer League. This is good news for everyone who values a balanced diet. But what do the children think? The campaign developed by TBWA\Zurich uses print, online and film to show children's reactions in a way that is amusing for adults. In addition to the campaign, children were filmed by their parents with hidden cameras opening the Happy Meal boxes. The resulting film and an additional sweepstake encourage parents to make their own videos and post them on the Campaign website post.
Responsible at McDonald's Switzerland: Thomas Truttmann (VP Marketing, Communications, Public Affairs, Supply Chain), Sébastien Dubey (Senior Marketing Consultant), Aglaë Strachwitz (Communications & Public Affairs Manager), , Christel Stadelmann (Communications Consultant Social Media). Responsible at TBWA\Zurich: Bruce Roberts, Cyrill Wirz, Bettina Klossner, Stephanie Seematter, David Voges, Tizian Walti (creation), Simon Rehsche, Michaela Büsse (strategy), Stephan Lanz, Anna Magnaguagno, Katalin Bertyak (consulting), Tobias Jean, Serge Meierhofer (digital), Agnes Meier (production). Film/Photo Production: Ilonka Galliard (Art Buying), Frieke Janssens (Photography), Ferco Dregelyvari (Image Editing), Andreas Vermeulen (Producer Slow Motion), Frank J. Estermann (Producer Virals), Südlich-t (Post Production), Alex Kirschner (Music). Responsible at Goldbach Interactive: Mario Kurmann (Senior Consultant), Larissa Mörgeli (Junior Consultant), Nadine Franzen (Senior Consultant), Oliver Kohler (Consultant Project Manager). Responsible at Yjoo Communications / Media & Stakeholder Relations and Internal Communications: Nina Krucker (CEO), Lea Schindler (Senior Consultant), Katja Sommer (PR Coordinator). Responsible at OMD Switzerland / Media: Adrian Thomann (Account Director), Michael Zaugg (Digital Lead).
