The Happy Meal Senior—recently launched by McDonald's Sweden—seeks to create a playful distraction from the health pandemic and the social distancing measures many governments have implemented in order to control the outbreak. The fast-food restaurant recognizes the isolation some older consumers might be experiencing due to lockdown and the new initiative seeks to reconnect grandparents with their grandchildren to some extent. The heartwarming campaign is done in collaboration with communication agency Nord DDB Stockholm.
The Happy Meal Senior is specially curated to include the relative's favorite McDonald's goods and is home-delivered. Each unit has a unique touch, as it comes with a personalized greeting card or illustration crafted by the receiver's grandkids. The initiative pays homage to the countless times grandparents have treated their grandchildren with a signature McDonald's Happy Meal.