The Meal

Ready10

Client: McDonald's

An insight from a discussion over dinner one evening with the daughter of Ready10’s MD, who said “the thing about Happy Meals is, you’re not always happy” led to an international, news agenda-leading PR campaign about mental health, which drove nearly 2,000 pieces of coverage across five continents and saw its creative come to life in every McDonald’s in the country.

The campaign in question? The Meal, a multi-channel, integrated PR campaign which saw McDonald’s remove the iconic smile from its Happy Meal boxes for the first time ever to spark family conversations about emotions during Mental Health Awareness Week.