Kansas City Celebrates an Iconic Milestone: 60 Years of Bernstein Rein
Kansas City, Missouri, is buzzing with excitement as a prominent advertising agency, Bernstein Rein, dives into celebrations for its 60th anniversary. Established on November 1, 1964, the agency has had its hands in some significant projects over the decades, including major clients like Walmart and Blockbuster. Yet, what truly lights up the hearts of many is its creation of the legendary McDonald’s Happy Meal, a staple in kids’ meals around the globe.
A Journey that Began in 1967
Bob Bernstein, the agency’s founder, reminisced about the early days when Kansas City’s nine McDonald’s franchises were in need of some serious marketing magic. Back in 1967, Bob saw a unique opportunity in a market that was largely untapped: kids. “The first thing was to create children’s marketing because McDonald’s, in my mind, I thought it really appealed to children,” he shared thoughtfully from his office, filled with nostalgic McDonald’s memorabilia.
Innovative Promotions Spark a New Trend
Bob rolled up his sleeves and got to work on creating promotions that would entice children. The first of these was a whimsical styrofoam plane known as the “Flying Hamburger”, which featured the beloved clown, Ronald McDonald, back in 1968. Excited by the success of that promotion, he went on to launch several more, including the Happy Cup in 1970, which marked McDonald’s first national promotion. This was just the beginning of a series of fun and engaging ideas, with creations like the Happy Plate, Happy Lid, and even the Sippy Dipper Straw.
Inspiration from Family
A significant turning point in this culinary adventure came from Bob’s son, Steve Bernstein, who has taken up the mantle as the current CEO of Bernstein Rein. Steve recalls a time when as a child, he was repeatedly reading cereal boxes, leading his father to the realization that kids might appreciate having something to play with during their meals. “I thought he wanted something to do. He’s a bright kid. Why wouldn’t other kids want to do the same?” Bob recounted, igniting the spark that led to the development of the iconic Happy Meal.
The Launch of the Happy Meal
Initially tested in Kansas City and three other markets in 1977, the Happy Meal didn’t have McDonald’s full endorsement right away. Bob Bernstein still proudly keeps eight of the original Happy Meal boxes at his office. To make it appealing, the team decided on a theme for each box, ensuring that every meal came with a variety of activities so kids would be engaged. It wasn’t until 1979 that the Happy Meal was sold nationwide, featuring toys reminiscent of the Cracker Jack boxes.
A Surprising Legacy
Fast forward to today, and it’s hard to believe that the idea Bob Bernstein hatched more than four decades ago would blossom into something so monumental. “When I came up with the idea, I never dreamed that it would be what it is today,” Bob reflected. A simple dollar patent sale to McDonald’s four years later is now seen as a pivotal moment in both the company’s history and the fast-food industry at large.
A Celebration of Success
While Bob humbly claims he didn’t invent the kids’ meal, he did receive a bronze Happy Meal recognition from McDonald’s in 1987. Inscribed with a note of gratitude, it reads, “Thank you for bringing the Happy Meal, a bold idea to the McDonald’s system.” Today, Steve aptly describes the Happy Meal as “the greatest promotion in the history of promotions,” noting that an astounding billion of these meals are sold every year. The fact that something born in Kansas City has now become a permanent feature on menus worldwide is nothing short of incredible.
As Kansas City continues to celebrate Bernstein Rein’s impressive journey, it’s clear that the legacy of the Happy Meal will forever be intertwined with the local culture and cherished memories of families around the globe.
