EUROPE / ALL McDonald's

Happy Readers

Contests & Games / Product


When a European Commission report revealed that 1 in 5 teenagers in Europe lacked basic reading and writing skills, McDonald’s decided to use their scale and reach to help. So, they briefed us to find a way to raise child literacy among their broad customer base.


We turned one of McDonald’s most iconic marketing platforms, the Happy Meal, into a tool for education by giving away fun and educational books with each purchase.


In addition, we developed a new, original companion app that brought to life scenes straight from Roald Dahl’s imagination through sounds, colour and motion.

Roald Dahl Interactive Book


More than 102 million physical and digital books found their way into the hands of Europe’s children. 80% of adults surveyed also agreed that McDonald’s was helping to make reading fun.


The work done in Europe ignited a movement within McDonald’s, inspiring a global mandate for every market to run a holistic books programme.

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