Roald Dahl Happy Meal

This Happy Meal campaign was developed for the UK market. For the CTA, I created a lock-up with the logo and selected a swirly, hand-drawn font to emphasise the word “fantastical” (a Gobblefunk word). I also designed a multi-title watercolour burst to sit behind the CTA, combining assets from the Roald Dahl style guide.

To incorporate the Happy Character, I placed him on stilts with pop-out BFG ears from the box, as if impersonating the BFG.

As Roald Dahl is a popular licence, we developed an extensive kit including three different Happy Meal boxes, each centred around a key character—Matilda, the BFG, and Willy Wonka. Each box encouraged imaginative play by giving children props and activities to become the character:

• BFG Box – pop out the ears and learn Gobblefunk to become the BFG.

• Willy Wonka Box – pop out the bowtie and invent a wondrous sweet.

• Matilda Box – pop out the hopping newt and amaze friends and family with a mind trick.

CONCEPT TO COMPLETION

• POS campaign

• Packaging

• Key art

• Games & activities

• Kit rollout