Kansas City Celebrates 60 Years of Creative Marketing Magic
Kansas City is buzzing with excitement as Bernstein Rein, a prominent advertising agency, gears up to celebrate its 60th anniversary on November 1. Can you believe it? Six decades of creativity, innovation, and unforgettable marketing campaigns! This remarkable agency has had its fair share of big-name clients over the years, such as Walmart and Blockbuster. But what really draws smiles and recognition is their hand in creating something that has become a staple for kids’ meals – the McDonald’s Happy Meal.
A Journey Back in Time
Sitting in his cozy Kansas City office filled with nostalgic McDonald’s memorabilia, Bob Bernstein, the agency’s founder, reminisces about how it all started. Back in 1967, the local McDonald’s franchises were facing a bit of a challenge, and they turned to Bernstein Rein for help. Bob, now 86 years old, recalled, “The first thing was to create children’s marketing because in my mind, I thought it really appealed to children.” And boy, was he right!
The Birth of a Legend
In the late 1960s, Bob kicked off the fun with creative promotions aimed at kids. One of his first creations was a quirky styrofoam plane called the Flying Hamburger, featuring everyone’s favorite clown, Ronald McDonald, in 1968. Then came the Happy Cup in 1970, and soon after, we saw the Happy Plate, Happy Lid, and playful Sippy Dipper Straw. While not every idea was a hit – remember those pencil puppet erasers? – a real winner was just around the corner.
A Lunchbox Revolution
Bob’s son, Steve Bernstein, now the current CEO, played a significant role in one of the biggest promotions ever. Steve fondly remembers reading cereal boxes over and over as a child, leading his dad to think, “Why wouldn’t other kids want something fun to do while they eat?” This lightbulb moment paved the way for the conception of the Happy Meal, launched in Kansas City and a few other markets back in 1977.
Facing Skepticism
Interestingly, McDonald’s wasn’t entirely sold on the idea at first. But with a little persistence and a lot of creativity, Bob and his team got their foot in the door. He even kept eight of the nine original Happy Meal boxes that were designed in his office, showing just how passionate they were about this project. “We took illustrators and said, ‘Look, take a theme, do a theme and do ten items on each one to make sure that kids have plenty to do,’” he explained.
The Happy Meal Impact
Once it rolled out nationwide in 1979, the Happy Meal became an instant hit. It featured a small toy similar to what you’d find in a Cracker Jack box, and clever ads hinted that these meals would only be available for a limited time. Bob was astonished by how popular it became. “When I came up with the idea, I never dreamed that it would be what it is today,” he reflected. He even sold the patent to McDonald’s for just $1 four years later!
A Beloved Legacy
Although Bob humbly claims he didn’t single-handedly invent the kid’s meal, he sure has made a lasting imprint on McDonald’s history. In fact, he proudly displays a bronze Happy Meal in his office, presented to him by the McDonald’s Corporation in 1987. It reads, “Thank you for bringing the Happy Meal, a bold idea to the McDonald’s system. Your insight and conviction truly has made McDonald’s a fun place for children for the past 10 years.”
Looking Ahead
With over a billion Happy Meals sold yearly, it’s hard to argue against the notion that this promotion is one of the greatest in history. The journey from a local promotion to a globally recognized staple has been nothing short of incredible. To celebrate their remarkable journey, Bernstein Rein is inviting employees past and present to gather at their Kansas City offices on Friday, November 1, from 5 PM to 9 PM, to toast to their storied legacy.
So here’s to Bernstein Rein, a pioneer in marketing creativity, and to many more years of making happy meals and happy memories!
