Modern Marketing Brand Strategy

Dads and kids get all dressed up to celebrate Father’s Day with McDonald’s

By John Glenday | Reporter

June 7, 2022 | 3 min read

McDonald’s is putting itself forward as the perfect destination for parents wishing to bond with their children this Father’s Day with the launch of a new print campaign in the Philippines.

McDonalds

McDonald’s marks ‘Happy Moments’ ahead of Father’s Day

‘Happy Moments’ by Leo Burnett evidences the fast-food chain’s knack for reaching out to both parents and children by celebrating the bonds that can develop over a shared meal.

Oliver Rabatan, assistant vice-president, marketing and channels lead at McDonald’s Philippines, said: “For over 40 years, McDonald’s Happy Meal has been an ally to generations of parents seeking to share happy moments with their children. As a brand, celebrating our role as the home of happy family moments is a theme we keep returning to. Our latest installment pays special tribute to devoted dads in the lead-up to Father’s Day.”

Kalpesh Patankar, chief creative officer at Leo Burnett Dubai, added: “We wanted to capture the charming joyfulness of life’s most cherished moments by simply showing a parent and child on their way back home from McDonald’s. Real streets and authentic photography become the backdrop for truly happy moments captured in the most understated way, as though through the lens of a passer-by.”

Shot by Ale Burset, the candid photography foregoes the staged lighting, props and actors of traditional shoots in favor of a more authentic portrayal of an everyday father and child donning fancy dress.

McDonalds

Raoul Panes, chief creative officer at Leo Burnett Manila, concluded: “With Ale’s candid, unpolished treatment, we have created a campaign that feels uniquely understated for this market.”

McDonalds

The heartwarming campaign will run across print and point of sale in the run-up to Father’s Day on June 19.

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