• Situation: Need to popularize playful McNuggets meals for Children's Day.

• Brief: Transform dining into an age-defying joyous occasion.

• Objectives: Position McDonald's as the Children's Day destination for all ages, epitomizing the playful spirit of the day.

McDonald's use the humble napkin to remind adults to eat like kids again.

"When was the last time you ate like a kid?" With that simple question, came the idea: removing napkins from all McDonald's outlets on 1st June, Children's Day. A simple act that encouraged adults to bring out the inner child in them by enjoying their McNuggets meal the way kids do: with lots of love and mess. An 80sec film that made adults sit up and think about their need for napkins was released a week prior. With KOLs creating their own videos about "eating like a kid. On the day itself, all stores in China had suspended napkins to much publicized talkability. Of course, napkins were on standby for those stuffy old adults!

Targeting Hearts with Childlike Aspiration

• Audience: Children as beacons of inspiration, with reach extending to young adults and parents.

• Approach: A bold step of napkin removal to unlock laughter and lighthearted interaction.

• Implementation

o Launch Film: A call to action for adults to embrace messiness.

o In-Store Experimentation: All restaurants nationwide became napkin-free zones.

o Influencer Engagement: Key influencers rallied to "eat like a kid" publicly.

o Kidult Experiences: Interactive games and zones to relive childhood fun.

• Timeline: Campaign peak on Children’s Day, preceded by a build-up phase.

• Placement: Nationwide across all outlets.

• Scale: Large-scale influencer engagement and customer participation.

Record Sales, Renewed Spirit

Business Impact

• Recorded the highest ever single-day sales in McDonald's China's history.

Consumer Response

• A substantial 6% increase in brand affinity highlighted a positive consumer response.

• Set records as the fastest-selling SLP, confirming market excitement.

Reach and Impressions

• Garnered an impressive 1.4 billion impressions, illustrating the campaign's extensive reach.

Behavioural Change

• Replaced adult conformity with a liberating, carefree dining experience.

Awareness and Perception

• Elevated McDonald's to a brand associated with joy and the freedom to 'Be More Kid,' resonating as a feel-good moment for adults freely enjoy the food like a kid.