Fun Adventures with Happy Meal
McDonald’s wanted to refresh excitement around its iconic Happy Meal by strengthening its emotional connection with families in an increasingly experience-driven market. While the Happy Meal was already a well-loved product, the brand saw an opportunity to extend the joy beyond the restaurant by offering shared experiences that families could enjoy together. The brief focused on creating added value that went beyond toys or food, encouraging repeat visits, reinforcing McDonald’s role in family bonding, and positioning the Happy Meal as a gateway to learning, play, and discovery.
Planning & Execution
TLC Worldwide partnered with McDonald’s to design and deliver Fun Adventures with Happy Meal, an experience-led campaign that repositioned the Happy Meal as more than a mealtime moment. Each Happy Meal included a free Adventure Pass, giving families access to activities and attractions from over 200 partners nationwide, including theme parks, educational workshops, sports sessions, and creative experiences. TLC led campaign design, partner sourcing, digital fulfilment through its Cosmos platform, and engagement tracking, ensuring a seamless and intuitive customer journey. Activated across in-store and digital touchpoints, the campaign transformed everyday purchases into memorable family experiences that extended McDonald’s brand promise beyond the restaurant.
Effectiveness / Results
- 274% overall campaign achievement, exceeding expectations
- 77% returning customers
- Rewarding experiences worth nearly 3× the value.