tms and McDonald’s bring back the Boo Buckets for Halloween
Halloween is near, the arches are lit, and customers know they can count on tms and McDonald’s for a scary good time for this year’s Boo Bucket Happy Meal®! Beginning on October 15 and running through Oct 28 or while supplies last, the Boo Buckets are back with four new monsters, including a new blue colored bucket.
Unlike seasons of the past, this year is filled with even more tricks and treats than usual! tms designed and sourced each Boo Bucket to be illustrated with a different monster and yellow glowing eyes in the colors blue, orange, green, and white. The handles were updated from last year and pay tribute to McDonald’s Golden Arches.
The Happy Meal comes with stickers fans can peel off and use to customize their own bucket, along with a hide and seek game on the back, both of which are themed around the monster’s home environments: Spooky Cave, Snowy Mountains, Scary Swamp, and Haunted Forest. This extra element of personalization allows customers to express themselves and makes each Boo Bucket unique.
The updated designs play on the generational love for Boo Buckets, incorporating retro illustrations to incite a feeling of nostalgia and tradition.
Creating future nostalgia for Gen Alpha through Happy Meal is something McDonald’s has tasked us with and a lens we are always looking through as we evaluate our campaigns. So, when it came time to adapt this strategy for Boo Buckets, it was clear we needed to modernize the creative platform to create that same Millennial brand moment for the next generation of fans.
To promote the return of the iconic Boo Buckets, tms designed all retail assets, featuring the new monster characters in their respective spooky environments. The imagery and language for the point of purchase assets drive home the fact that Boo Buckets are here for a limited time, while elevating the full lineup to create excitement and demand amongst customers. As a bonus for this campaign, we designed and sourced custom apple slice packaging to feature monster motifs, as well as special large-format merchandisers to highlight the array of Boo Buckets.
On happymeal.com, fans can watch an introductory video, access activity sheets, meet the monsters, and find further information about the campaign, all courtesy of tms’ digital design teams.
Head on over to your local McDonald’s while supplies last! Learn more about the Boo Buckets campaign we managed in 2023.
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