McDonald’s makes creative agency change on Happy Meals

Wieden+Kennedy NY has added to its McDonald’s portfolio, winning the Happy Meal marketing business in the U.S. that had been at Omnicom’s DDB. The account shift means that DDB—which once controlled most of the fast feeder’s business through its dedicated We Are Unlimited unit—will no longer work for McDonald’s in the U.S., although the agency is expected to continue to get global assignments. “WKNY has been instrumental in elevating our marketing work and propelling our business forward through creative excellence,” McDonald’s USA said in a statement to Ad Age. “Our fans’ McDonald’s experience often begins with their first Happy Meal, and this strategic shift will allow us to deliver a more cohesive creative approach throughout their lifelong journey with the brand.” A DDB spokesperson did not respond to an email for comment. See all of Ad Age’s 2024 Agency A-List winners here The transition of the Happy Meal account to W+K is expected to be completed by June. The remit will include creative strategy for Happy Meal promotions, as well as finding other ways to engage family audiences. McDonald’s in 2023 spent $21 million U.S. measured media on Happy Meals, according to Vivvix, including paid social data from Pathmatics. While that is a small part of the fast feeder’s total marketing spend—it shelled out a total of $666 million in measured media in the U.S. in 2023—Happy Meals have long been an important part of McDonald’s regular marketing cadence. The kid-targeted meals have often included partnerships with toy and game brands. For instance, in late December, McDonald’s began plugging Squishmallows Happy Meals as part of a deal with Jazwares, a Berkshire Hathaway company that owns the popular plush toys. There were 12 versions of Squishmallow toys included in Happy Meals as part of that limited-time run. W+K landed on the McDonald’s roster in 2019 when it won a hotly contested pitch for lead U.S. creative duties. DDB after the loss still worked on Happy Meals and other assignments, such as customer relationship management and work on the mobile app, Ad Age reported at the time. But Chicago-based We are Unlimited—which when launched included some 200 people (including outside contributors from companies such as Facebook and Google)—was wound down as a bespoke entity and folded into DDB Worldwide. Omnicom suffered another blow on the account in late 2021 when the chain shifted its U.S. media account to Publicis Groupe’s Starcom from longtime incumbent OMD. With W+K, McDonald’s has begun leveraging the iconic stature of Happy Meals in adult-focused marketing that plays off nostalgia while partnerning with Gen Z-friendly collaborators. The chain debuted adult Happy Meals in 2022 in a partnership with streetwear brand Cactus Plant Flea Market and continued the approach last year with a collaboration with DJ and streetwear style creator Kerwin Frost with a meal that included updated versions of the McNugget Buddies characters. The gain of the kid Happy Meal business, which McDonald’s internally refers to as “family business,” continues W+K’s momentum on the account. In 2022, it began getting global assignments, including World Cup marketing. Check out the latest Ad Age events and award programs

McDonald’s makes creative agency change on Happy Meals

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