After a very difficult year, McDonald’s gave back to customers and UK families during the October half-term: a week of free entertainment and activities plus a huge FareShare partnership.
As part of the FareShare partnership, McDonald’s funded the provision of 1 million meals during half term, following the UK Government voting against providing free school meals in the holidays. The partnership was endorsed by footballer and food poverty campaigner Marcus Rashford and has since led to a longer term partnership with McDonald’s funding a further 5 million meals for families before Easter 2021.
We drove the partnership with FareShare and embarked on a massive media relations push to deliver coverage on McDonald’s supporting those experiencing food poverty.
The week of free entertainment and content kicked off with stories and football-themed activities. The Happy Readers Holiday Reading Club saw children’s author and McFly star Tom Fletcher deliver readings of his Happy Readers book every morning throughout half term. Football stars such as Peter Crouch, Lucy Bronze and Casey Stoney also led ‘Fun Football Live’ sessions, delivering football skills and drills training to keep kids active throughout the holidays.
We created content with production agencies to deliver engaging videos of the activities that were watched by hundreds of thousands of families throughout half term. We also partnered with family influencers to push the content to wider audiences.
The week culminated on a weekend of gigs from the UK’s biggest music stars including Stormzy, Lewis Capaldi and Jess Glynne, available exclusively via the My McDonald’s App.
We led on a huge media and influencer campaign which delivered hundreds of pieces of coverage and worked with 27 influencers to deliver content to drive app downloads.
- pieces of coverage overall
- articles on FareShare partnership
- views of Fun Football Live content
- views of Happy Readers Holiday Reading Club content
- views of live music performances
- 3 million
- views of influencer content promoting live gigs (with swipe up to download app)
- increase in social follower numbers
- downloads of My McDonald's App
- social engagements across owned, talent + influencer channels
- Highest ever
- positive sentiment levels for McDonald's on Twitter
Giving back to the nation’s families through fun and FareShare
Our combination of media relations, content creation and social activations ensured that McDonald’s week of free half-term entertainment and news of a huge FareShare partnership hit headlines.