Emotions these days are something people are increasingly paying attention to, even McDonald’s, which has always based its communication on happiness – particularly with the Happy Meal – has revised its strategy in favor of emotional awareness. We are talking about the packaging of the iconic Happy Meal changing its appearance, but only in the UK. The classic red and yellow box will no longer have the classic smiley, but will be accompanied by a series of stickers illustrating a range of emotions in the form of different mouth expressions. All to encourage children to express their true feelings.

McDonald’s UK in introducing this new aspect of the Happy Meal, launches a campaign revealing that, nearly half (48 percent) of UK children feel pressured to appear happy all the time. The campaign is accompanied by a short film directed by Jake Mavity, featuring soccer icon Rio Ferdinand. This video highlights the importance of emotional honesty and encourages families to engage in meaningful conversations about mental health.

Louise Page of McDonald’s emphasizes the campaign’s mission to promote positive discussions about mental health within families. Thus highlighting the importance of providing children with the tools to express their feelings, with the goal of reducing the pressure to be happy all the time and fostering a healthier emotional environment. This innovative approach not only aligns with current mental health advocacy trends, but also sets a precedent for how brands can contribute to important social issues.