McDonalds ‘Grow Happy’
Parents all around the world struggle to get their kids excited about healthy food.
A study from The Times says that kids who participated in gardening for 12 weeks actually doubled their intake of fruits and vegetables.
IDEA
McDonalds will introduce a special edition ‘Grow Happy Meal’ to help young people learn how to grow their own fruit and vegetables.
When a kid chooses a healthy side option with their happy meal instead of fries, they get a special edition
meal that comes with a packet of seeds and instructions on how to plant them inside the box. They can take the box home or plant their seeds outside at selected McDonalds restaurants.
INTERACTIVE DIGITAL CONTENT
When the box is scanned, unique characters come to life to show you how fruit and vegetables grow. Kids will be able to learn how to grow their vegetables, monitor their progress and play new games based on vegetable of the month.
DIGITAL ACTIVATION
Today’s kids are spending more and more time living their lives inside online gaming platforms like Roblox than in the real world. So McDonalds will build a virtual restaurant inside the popular game ‘Adopt Me!’ - a digital world where over 64 million players aged 5-9 build homes, raise pets and make friends.
As a reward for making healthy choices and successfully growing vegetables in their digital life, they’ll receive a free code for a real ‘Grow Happy’ meal - so they can use all their new found veg growing knowledge in
the real world.
IN GAME REWARDS
As a reward for successfully growing and eating their own vegetables, McDonalds will reward kids with ‘Bucks’
to be used within Adopt Me!, or they can use their code to get a free Grow Happy Meal at a real McDonald’s restaurant.