Happy Meal sales were dropping. Parents only looked toward the dollar menu. Our fix, build the brand back to being likable by parents and their kids, through storytelling and unique, lovable characters in a branding reboot we call, “Happy Tales”..

Each spot was based on an important value for growing children. Such as, Science-”Spaceman Stu”, Family-”Apple Tree”, Sharing-”Bebe”, Exercise-”Suzi Van Zoom”.

The success of these prompted to expand the campaign to retail. This brought about, “The Goat Who Ate everything”, a story of nutrition.

Happy Tales was granted its own landing page where Spaceman Stu would be your guide between pages.

There were games to be played that starred our characters.

After discovering that six million kids did not own a single children’s book, we created a series of books based around our characters and the life values they learned. Each book was illustrated by a different artist to expose to kids art styles at an early age.

A book promo centered around the eat-anything goat.

We created in-store book displays and book marks.

As a release event, Ronald McDonald appeared at a McDonald’s store and read to the children.

Web banners were created, one of which appearing to be a desktop takeover and animated to eat folders.

Tray liners were made to get kids to actively create their own stories.

Needless to say, the smell of McDonald's french fries are irresistible.

For the taste of real cheese, these unstoppable mice are willing to risk it all.

McDonald's became an official sponsor to the Olympic games. So we entered Ronald in a few events to get the word out.

With the success of the Happy Tales Brand campaign, it was extended into retail market.

It carried a "eat healthier" message. (Ah, the irony of advertising).

A Phenomenon was created. Before baseball players had beards,  basketball players had tattoos and NFL players got suspensions, we started a "trash-talking" campaign. Known in England as the "Basement Boys", the haranguing was nonstop. Now with internet connections on gaming, it's a way of life.

The cross town rival is always a big deal. McDonald's decided to make it a good deal too. 

Done for MOCNI, the local McDonald's client, we let local celebrity Brian Urlacher run amok on the streets of Chicago to promote the brand.

To let consumers know the "Happy Tales" book series was now available in their Happy Meals, we let one of the characters, staying in character, spread the word.