We developed a family brand platform inspired by the kid fan truth research to help elevate the Happy Meal brand for the long term, as a way to compliment the success of the short term promotional calendar. The Happy Meal promo calendar is ripe with a new partner every four weeks, so we wanted to connect with kids and parents in a way we hadn’t been able to before. This was a way to build memory structures and create emotional ties with our littlest fans and their parents that would make them fans for life.