The McDonald's Happy Meal brand and Family Business is a cultural icon in American society. With two core audiences: children ages 6-11 and their parents, the McDonald's Family Business aims to achieve four key goals with the Happy Meal brand through advertising:

MAKE THINGS A LITTLE EASIER: The complexities of family life make simplicity, convenience, and reliability especially valued. McDonald's aims to offer a moment of ease, where parents can rely on the Happy Meal as a trusted, no-fuss option.

PROVIDE POSITIVITY: While McDonald's can't guarantee complete relaxation, it can offer families a break from daily pressures, satisfy cravings, and most importantly, create joyful moments that resonate with both children and parents.

FACILITATE CONNECTION ON YOUR TERMS: Connection is vital, yet each family bonds differently. McDonald's provides a family-friendly experience where all forms of connection are possible without prescribing how families should engage with each other.

CONNECT TO CULTURE: Families also seek to engage with the world around them. Through the Happy Meal, McDonald's uses its reach to bring shared cultural experiences to families, enhancing their connection to the world in ways they can enjoy together.

The McDonald's Happy Meal advertising follows a calendar of promotional windows throughout the year. DDB Chicago and McDonald's collaborate with major studios like Disney/Marvel, Pixar, Universal, and Warner Brothers to create TV and OLV assets for nationally-scaled promotional campaigns. These campaigns align Happy Meal promotions with upcoming film releases, leveraging the pre-existing excitement around movies and games to effectively engage both parents and children.