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The McDonald's 'Champions of Happy' Campaign Shifts Tactics

 - Mar 12, 2012
References: mcdonalds & nrn
McDonald USA’s 'Champions of Happy' campaign celebrates healthy eating for kids.

The first spot, by Leo Burnett Chicago, shows Ferris, a kid with a very unhealthy pet goat. The goat eats everything in sight including homework, balls and even hair! The boy teaches his pet the importance of eating a balanced diet and the duo celebrate at McDonald's by eating a healthy Happy Meal. The goat's healthy diet makes him feel strong and powerful, and his child owner looks on with pride and happiness.

The animated spot introduces McDonald's new, healthier Happy Meals, and this is just a taste of what's to come. The company is creating a whole new branding aesthetic, and is trying to appeal to a more wholesome lifestyle.