Adult Happy Meals
Adult Happy Meals
The known and loved (USA) McDonalds has recently collaborated with the Cactus Plant Flea Market streetwear brand. This partnering happened in hopes of McDonalds being able to connect more with their younger consumers with help from a trendy and in-style brand like CPFM.
In a recent Marketing Dive article a press statement was made by Tariq Hassan USA McDonalds marketing and customer experience officer stating that they are, "taking one of the most nostalgic McDonald’s experiences and literally repackaging it in a new way that’s hyper-relevant for our adult fans". Mickey D's is taking almost forgotten characters from Gen Z's childhood and putting a CPFM twist on them.
The current options for this "adult Happy Meal" are a classic Big Mac or ten piece Chicken McNugget with fries and a drink. Each meal comes with one of four collectible characters pictured above and a limited edition customized meal box.
As a marketing plan to draw attention to this collaboration CPFM placed their version of McDonalds mascot, "Buddy" next to Ronald McDonald on a bench in New York City. In addition to this partnership and pop-up installation CPFM is also selling limited edition merchandise on their joint website with McDonalds. This collection contains McDonalds x CPFM hoodies, t-shirts, sweats, and even a Hamburglar costume.
Overall this marketing campaign is very different from McDonalds past promotions. Typically the company will pair up with an artist or celebrity and that person gets to pick their own meal and name for that meal. But by letting a popular brand that has worked with famous people and companies, like Kanye West and Off-White, come in with creative freedom combines current trends with childhood nostalgia to create a unique and fun marketing campaign. Adult Happy Meals.
Personally I think this is an ingenious idea. Especially growing up with Happy Meals and slowly moving to big kid meals. When I read Market Dive's article, I became more excited as I read. New looks on old and beloved characters? Yes. A super cool box? Yes. Wait even merchandise? Yes. I honestly think the execution of this campaign was flawless. With no advertising up until a week prior to the drop made this collaboration surprising and exciting. The only thing I would critique would be advertising sooner to create more hype around this launch. Being a person with every social media imaginable, I did not see a single thing about this until after the launch on October, 3rd, 2022. But besides that I'm pleasantly surprised to see McDonalds stepping out of their comfort zone to regenerate the love my generation once felt for the classic fast food restaurant.
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