In January 2019, McDonald’s launched a program in Ukraine called Happy Meal Readers, which allowed families to choose books alongside toys in a Happy Meal. This initiative was introduced because many Ukrainian parents don't read to their children, and a significant number of adults in Ukraine don't read books at all. Our goal was to change this by making reading enjoyable and engaging for everyone. We created an exciting story about a family that travels back in time to study dinosaurs, based on Cressida Cowell's books. To bring the campaign to life, we enlisted the popular Ukrainian singer and father of two, Monatik, to be the face of the program.

The campaign received over 8,000,000 impressions, with more than 7,000,000 impressions generated through earned media. Additionally, book sales in Happy Meals increased by 20% during the first week of the campaign.