Roald Dahl & McDonald’s
Roald Dahl & McDonald's
2017 was Penguin Random House Children’s and the National Literacy Trust’s third consecutive year of partnering with McDonalds and their Happy Readers campaign, and our second year with the wonderful world of Roald Dahl.
As part of the promotion, we created bespoke mini books, which were supported by television advertising, radio, digital and social media marketing, as well as consumer book offers.
Our work with McDonalds is important in ensuring every child understands the magic of reading. The 2017 campaign performed brilliantly, raising awareness of both brands by 53% and reporting 91% customer satisfaction.