The Happy Meal
Put an entrée, side item, drink and toy in a colorful box.
Give it a simple lovable name and what do you have?
The Happy Meal.
Conceived by Bob Bernstein of Bernstein-Rein Advertising, the Happy Meal helped McDonalds minimize the problem of kids picking at their parents’ food, simultaneously entertaining kids and buying parents precious moments of peace.
Fabulously successful since its 1979 introduction in the United States, it’s a delightful product story with marketing lessons for businesses, universities and nonprofits alike.
*Substance - A full meal at a reasonable price, a box and toy with entertainment value and shelf life and the intangibles of convenience and family peace. That’s a recipe for repeat customers.
*Engagement – Kid friendly stories, colorful illustrations and pictures, and factoids on the box coupled with a toy to take home. What kid wouldn’t be asking Mom and Dad to eat at McDonald’s?
*Packaging – The box is the vehicle for the substance and the engagement. It brings it all together for ease, convenience and fun!
Development Leaders: Are you craving a colorfully packaged, substantive, and engaging fundraising program (meal) for the 90% plus of your givers that give less than $1,000 a year?
Introducing…The MEG (Monthly Engaged Giving) Meal, a substantive integrated package of services and giver engagement that makes life easier and more peaceful for development teams and donors alike. And the best part is that the MEG Meal keeps givers coming back month after month.