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Brief Published: 21 Jul 2020

McDonald’s Lets Grandkids Send Happy Meals to Grandparents

McDonald's Sweden

McDonald’s in Sweden is enabling children to gift meals to their older relatives via a new initiative that intends to provide a modicum of comfort and connection during these socially distanced times.

The scheme allows kids to enter a small booth shaped like a Happy Meal box outside their McDonald’s branch (stocked with hand sanitiser and art supplies), and spend time creating an artwork, letter or poem. This is then packaged inside their grandparent’s Happy Meal box (the bespoke artwork replaces the toy usually included as part of this product promotion). 

As pandemic-fuelled loneliness heightens, initiatives like these present important ways to bring people together, and demonstrate the powerful roles that packaging and product can play towards this outcome. We explore the connective power of packaging in our report Post-Covid Packaging for Amplified Categories + Causes, which builds on an earlier exploration of the topic in Human-Centric Packaging.

For more on innovations in food delivery, see The Dining Industry Pivots and Domino’s Offers Rain-Check Registry for Cancelled Weddings. Meanwhile, Festive Feasting in the Lockdown Era looks at ways to ignite excitement and a sense of occasion in socially restricted circumstances.

For a deeper look at the senior demographic, and the challenges currently facing this cohort, see Supporting the Super Elders.