DESPICABLE ME 2 UK HAPPY MEAL
I created the UK Despicable Me 2 Happy Meal point-of-sale campaign, designed to immerse children in a playful “secret agent” experience.
The concept invited kids to use their imagination by cracking codes and completing missions directly on the Happy Meal box, transforming it into an interactive part of the experience.
To extend the campaign beyond the restaurant, I developed the Spy Kit an activity pack kids had to send off for that encouraged deeper engagement. Over 100,000 kits were redeemed.
The Spy Kit was presented in Gru’s signature spy briefcase, developed in collaboration with in-house illustrators and featuring working fasteners. Inside, it included a range of interactive elements: a fold-out poster that could be transformed into a 3D lipstick taser, a communicator cuff, an activity booklet filled with challenges, a flip-open phone revealing a secret agent badge, a “Do Not Enter – Undercover Agent is busy!” door sign and a Minion disguise mask.
The POS campaign included a Happy Meal box, key visual poster, a translite showcasing bespoke packaging, and an MDUI designed as a secret spy lab environment to highlight the range of Minion toys.
CONCEPT TO COMPLETION
Key Art
Packaging
POS Campaign
Games & Activities
EXTERNAL POSTER & HAPPY MEAL BOX
HAPPY MEAL BOX: Had many secret missions around it including code cracking games and hidden gadgets.
TRANSLITE: Heroing bespoke packaging and MDUI showcasing the toys in their secret agent lab.
SPY KIT: Containing a poster with make at home Cuff Communicator & Lipstick Zapper, Door Hanger, Minion Mask, Flicker Flacker, Secret Agent Handbook and Secret Agent Badge disguised as a Mobile Phone, all housed in a Secret Agent Briefcase and a Minion themed Top Secret Denim Envelope.
PRESENTATION: This promotion was so successful that I presented it to the whole Agency.