McDonald’s supports the Ronald McDonald House Charities in enabling families to be close to their sick children when they need this the most, when they’re in hospitals. We wanted to develop a campaign that builds on this emotional connection. Children whose parents stay in a Ronald McDonald House during sickness and hard times, gain a kind of superpower by having their families close.
We re-imagined this superpower to transform three of these children into actual superheroes, and called them: The McNificents. Real-life superheroes, that deserve a place in the Happy Meal, like all other superhero toys. In little more than a week, the McNificents swept the nation. The campaign significantly boosted brand perception and visit intention.