June 2008
Leo Burnett Sydney launches its first Happy Meal® advertising campaign targeted at mums this month. In a new approach, McDonald's and Leo Burnett are talking directly to mums about the kids’ meal offering, bringing attention to the Happy Meal Choices menu which gives kids more variety including healthier options.
The new campaign brings to life a mum’s perspective of her kids - a mixture of adoration and puzzlement - by portraying them as “little aliens”. The 30-second lead spot shows a mum watching her little “alien” son as he and his friends get into everything they shouldn't, and never seem to sit still! Only when they go into McDonald's can mum see eye to eye with her little “alien” as he has an experience he loves with the Happy Meal Choices menu and she gets something that’s easy to approve of.
The 30-second spot is supported by two 15 second spots that demonstrate the Happy Meal Choices menu structure. All three spots use computer generated imagery to add a little McDonald's magic to the aliens as they use their antennae to explore everything with awe and adorable charm.
On the new campaign Group Business Director Amanda Quested, Leo Burnett Sydney said: “This is the first opportunity we have had to create a Happy Meal communication specifically for mums. We were able to deliver a charming spot that would appeal to mum not just logically but emotionally. We've achieved this in 'Eye to Eye' by building on real insights into mums relationships with their children.”
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