McDonald’s turns Happy Meal into treasure hunt

In select markets, customers can continue the campaign through digital gameplay. By scanning a code on the toy or Happy Meal box, players can select a character and navigate a ship while collecting virtual treasure.

McDonald's is bringing SpongeBob SquarePants and ONE PIECE together in a global Happy Meal campaign, with lead agency tms overseeing the partnership and developing the campaign's creative and retail experience. The promotion will launch in more than 70 markets.

The collaboration centres on the shared themes of adventure and piracy, combining SpongeBob's family audience with the established fandom around ONE PIECE. tms handled the visual identity, strategy, retail experience, digital gameplay, packaging, and toy design and sourcing.

tms develops SpongeBob and ONE PIECE Happy Meal

The Happy Meal includes collectible toys pairing SpongeBob characters with outfits inspired by ONE PIECE. Each toy features a detachable ship component, allowing children to mix and match characters and customise their play experience.

The campaign also extends into McDonald's restaurants, where tms created a retail kit using character artwork from both franchises. The dual-sided Happy Meal box features SpongeBob and ONE PIECE designs alongside the wider in-store materials.

Digital gameplay extends treasure hunt

Maria Liang, Manager, McDonald's Global Family Marketing: "McDonald's has always been a place where fans can connect with the characters and stories they love in new and unexpected ways. This unlikely collab creates the ultimate adventure for fans alike, supported by a fully integrated retail experience complete with exclusive, dual-branded toys."

McDonald's targets multigenerational fandoms

The campaign is designed to bring together audiences familiar with the two franchises, while giving parents and children different ways to engage with the collaboration.

Chantal Page, Senior Strategy Director, tms: "The partnership tms formed between SpongeBob SquarePants and ONE PIECE allows McDonald's to tap into multigenerational fandoms and appeal to parents and kids in different ways. By finding shared truths between the distinct franchises, we created a Happy Meal that feels more like an immersive treasure hunt rather than a staple menu item."

The SpongeBob SquarePants x ONE PIECE Happy Meal will roll out across more than 70 global markets.

www.tmsw.com

www.mcdonalds.com

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