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McDonalds Happy Meal Promotion Explained

November 16, 2010

WU alumni learn ins and outs of fast food giant's popular campaign

Vienna University of Economics and Business (WU) alumni in Chicago got an inside look at a typical promotional campaign for McDonald’s Restaurants on November 9 when Brian Higgins, Vice President, Strategic Integration and Execution, HAVI International, provided a start-to-finish account of a “Happy Meal” promotion. According to Higgins, the popular Happy Meal promotion is targeted at children from four to seven and includes a McDonald’s meal and a toy based on a current movie or trend. A typical Happy Meal promotion lasts 28 days and requires approximately nine months to coordinate production, distribution and advertising.

HAVI International has a strategic partnering arrangement with McDonald’s for forecasting, planning, manufacturing, supply chain and logistics responsibilities for every part of the McDonald’s operation except the food component.

Higgins’ presentation took place at The Marketing Store, a HAVI subsidiary that provides a full range of marketing services to HAVI and other companies.