While ‘Happiness in a box’ has been the core positioning for McDonald’s Happy Meal, over last few years it’s perception has reduced to that of a meal with a toy.

We came across a problem: thousands of Sparrows were deserting the city. Their gradual migration was due to reduced green spaces and lack of food & shelter.We came up with an idea – Happy Sparrows. We motivated kids to provide food and shelter for the bird. The resemblance of the McDonald’s Happy Meal box to a Sparrow house helped us integrate the brand into the experience.A few alterations transformed our regular Happy Meal box into a make-it-yourself, weather-proof Sparrow house. We replaced the existing pack, and used kid’s favourite Ronald McDonald to create buzz for the ‘Happy Sparrows’.

In a month long promotion, a total number of 120,000 Happy Sparrow boxes were sold at various McDonald’s stores across Mumbai. This resulted into more than 100,000 new homes for the disappearing bird. Initial figures showed a slight rise in the number of Sparrows in the city.‘Happy Sparrow’ created talkability for the brand on social media and generated PR worth millions of rupees. But more importantly it changed the perception of Happy Meal from being just a meal with a toy to an endearing experience.