The gathering, titled “Happy Kicks, Happy Kids”, brought together McDonald’s Singapore, the Football Association of Singapore (FAS), the Centre for Fathering, and the Families for Life Council for a football clinic aimed at encouraging stronger parent-child relationships through sport.

Singapore’s Minister for Law and Second Minister for Home Affairs Edwin Tong attended the event, joining families on the pitch as children took part in football drills led by FAS-accredited coaches. 

National footballers Farhanah Ruhaizat, Dhaniyah Qasimah, and Shahdan Sulaiman also made appearances, offering young participants a rare opportunity to interact with players representing Singapore on the international stage.

For many families, the morning provided an uncommon chance to step onto a professional training ground. 

Alongside coaching sessions, participants moved between carnival-style activity stations spread across the facility, turning the venue into a mix of grassroots football festival and family day out.

The event comes as brands and sporting bodies across the region seek fresh ways to tap into growing enthusiasm ahead of the FIFA World Cup, one of the most watched sporting events globally. 

“At McDonald’s Singapore, we’ve always believed that the best moments in life are the ones shared together. ‘Happy Kicks, Happy Kids’ reflects that belief – bringing families closer through the joy of football, play, and togetherness,” said Lee May Yin, Managing Director, McDonald’s Singapore.

“We’re proud to partner alongside organisations aligned in our mission to uplift families including the Centre for Fathering and Families for Life Council, to create opportunities that strengthen parent-child bonds. We hope the memories made today will inspire many more meaningful moments for the families,” said Lee.

Beyond the football drills, organisers placed a strong emphasis on family participation rather than competition. 

Parents joined their children in activities throughout the morning, while volunteer father figures from DADs for Life supported children whose fathers were unable to attend.

“Football is a game enjoyed by many, but seeing fathers out there, being present and running alongside their children, is what DADs for Life hopes to see more of in Singapore,” said Yuen Chee Onn, Chief Advocate of the Centre for Fathering.

“These moments of shared play are where bonds are quietly strengthened, and where children learn that their fathers show up, not just at milestones, but on an ordinary Saturday morning. And for children whose fathers are unable to be around, our DADs for Life soccer dads stepped in to be there for them, because every child deserves someone who shows up for them,” said Yuen.

As the morning drew to a close, families gathered over a meal featuring McDonald’s favourites, including Chicken McNuggets, Hash Browns, Corn, and Potato Pops. 

Participants also received event merchandise, including football jerseys and FIFA collectible cups.

The initiative forms part of Singapore’s National Family Festival and reflects a broader effort by community groups, sports organisations, and corporate partners to encourage family engagement through shared experiences. 

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At the centre is the Grimace Shake, a berry-flavoured beverage that first gained traction overseas through social media virality. 

Now in Singapore, it anchors a broader limited-time push that pairs new menu items with merchandise and on-ground activations, signalling a coordinated effort to drive both store traffic and app usage.

Grimace, once a background mascot, has been recast as a centrepiece. McDonald’s is extending that identity beyond food through a staggered merchandise drop, including tumblers, plush toys, and puffer bags. 

Access is tied to app purchases or minimum spend thresholds, a tactic designed to lift basket sizes while nudging customers towards its digital channels.

A pop-up at Bugis Junction also features Grimace installations embedded with QR codes offering in-app deals, effectively turning foot traffic into trackable engagement. 

Drive-thru customers are also being offered limited-edition decals, bundled with discounted shake promotions.

Not just a product drop, Grimace’s Kallang debut is a stacked release: viral drink, upgraded core item, collectibles, and digital hooks. 

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The gathering took place at Our Greenview Hub in Marsiling and brought together families from the government-supported ComLink+ programme as well as residents from the Woodlands area. 

Among those attending was Zaqy Mohamad, Singapore’s senior minister of State for Defence and for Sustainability and the Environment, and adviser to Marsiling–Yew Tee grassroots organisations. He spent time meeting families and speaking with residents at the event.

The dinner was organised in partnership with several government and community groups, including the Ministry of Social and Family Development, Families for Life, the People’s Association, and the Health Promotion Board.

“This event reflects our ongoing commitment to building bridges across communities,” said Linda Ming, head of brand communications and customer care at McDonald’s Singapore. “Sharing a meal is a simple yet powerful way to foster connection.”

Families were served a Buka Puasa meal featuring McDonald’s menu items such as McCrispy burgers, Filet-o-Fish burgers, and sharing boxes that included spicy chicken tenders and Chicken McNuggets. 

Children and parents also took part in activities organised during the evening, including writing messages of hope for the community and participating in a short quiz on the significance of Ramadan.

The event also highlighted the company’s “Light a Lamp, Share a Table” campaign, which was rolled out across McDonald’s outlets islandwide from 19 February.

Under the initiative, small lamps placed on dining tables signal that customers are open to sharing seats with those breaking fast. 

The idea, the company said, is to encourage diners to welcome others looking for a place to sit during the busy evening period when many Muslims gather to break their fast.

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The event was attended by Gan Kim Yong, Deputy Prime Minister and Minister for Trade and Industry, and Adviser to Punggol GRC Grassroots Organisations, alongside Yeo Wan Ling, Adviser to Punggol GRC Grassroots Organisations. 

Supported by Families for Life, Ministry of Social and Family Development, People’s Association, and JTC Corporation, the celebration aligned with the Grow Well SG strategy by encouraging cross-cultural appreciation, offline family bonding, and stronger social connections during Chinese New Year.

Proceedings opened with a symbolic calligraphy moment as Gan joined local calligrapher Malik Mazlan on stage to brush the character mǎ (马), before applying his seal to mark the start of the festivities.

At the heart of the event was McDonald’s Biggest Community Lohei, a synchronised toss spanning generations. Each family received a McDonald’s Lohei Treasure Box that unfolded into a serving plate.

“The Chinese New Year is a time for reunion and togetherness,” said Linda Ming, head of brand communications and customer care at McDonald’s Singapore. 

She added, “We are honoured to partner with MSF, and Families for Life (FFL), People’s Association and JTC to bring Comlink+ families, welfare beneficiaries, and Punggol residents together through McDonald’s Biggest Community Lohei. Seeing families celebrate side by side truly reflects the joy of connection that defines McDonald’s role in Singapore’s social fabric.”

Beyond the event, McDonald’s Singapore announced that 10 cents from every Prosperity Special Meal purchased during its Prosperity campaign will be donated to Ronald McDonald House Charities Singapore to support families with seriously ill children.

Families also took part in interactive activities, including a Tree of Wishes, a calligraphy corner where they practised writing fú (福) and mǎ (马), a festive photobooth featuring Prosperity menu props, a themed Bingo game incorporating Families for Life’s Becky Bunny motifs, and a lively “Pass the Oranges” session symbolising prosperity and good fortune.

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The McCrispy Crunch staircase produces crunch sounds and lights up with each step, inviting curious fans to take part in the activation. 

Located at Exit D, it leads directly to Plaza Singapura, where a McDonald’s outlet operates on Basement 1. 

The takeover extends across walls and floors with visuals of the McCrispy Burger and McDonald’s signature yellow colour. 

With over 3.9 million monthly commuters, the interchange provides significant reach and visibility for foot traffic. 

The wider campaign also features social activity with Mediacorp artiste Chantalle Ng and key opinion leaders, including Leo Burnett in the campaign’s creative production.

Danny Fu, senior manager of marketing & digital at McDonald’s Singapore said, “The McCrispy Crunch staircase reflects our shared vision of using innovative ideas and strategic media to reimagine the consumer experience.”

Between August 29 and September 3, teasers appeared on the McDonald’s app, Facebook, Instagram, YouTube, and free-to-air television, while influencers amplified the promotion through their own channels.

Additional media placements include bus panels, digital ads on YouTube and TikTok, and radio spots on Class 95, Yes 933, 987FM and RIA897.

Adamson Alagan, general manager of OMD Singapore, explained, “Our aim is to help McDonald’s appear in moments that delight consumers.”

“The McCrispy Crunch staircase is a perfect example, allowing fans to savour its crunch in an immersive way,” Alagan concluded.

The McCrispy Burger campaign is now active across Singapore.

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Through this initiative, McDonald’s Singapore will donate all net proceeds from the sale of these fun and uplifting socks to the Ronald McDonald House Charities (RMHC) Singapore, providing vital support to families with seriously ill children.

The initiative prioritises the maintenance of the Ronald McDonald House (NUH) and the Ronald McDonald Family Rooms (located at both NUH and IMH), which serve as crucial havens for families caring for their children in the nearby Paediatric Intensive Care Unit and High Dependency wards at NUH, as well as the outpatient clinic at IMH. This family-centred care approach has been shown to significantly benefit both families and their seriously ill children, who often face long medical journeys.

From 15–31 October 2024, the limited-edition Ronald & Grimace Mismatched Socks will be available for purchase at McDonald’s locations islandwide, either in-store, for takeaway, or via Drive-Thru, priced at just $10 per pair. Available in adult sizes only, each pair features a unique mismatched design, making them perfect for anyone looking to add a playful touch to their wardrobe while supporting a meaningful cause.

Benjamin Boh, managing director of McDonald’s Singapore, expressed, “McHappy Day has always been about bringing people together to make a positive impact in the lives of families who need it most. Every sock purchase is more than just a contribution—it’s a way to show compassion and support for families facing challenging times. Together, we can  create a culture of care.” 

Founded in 1989, Ronald McDonald House Charities (RMHC) Singapore is an independent charity dedicated to improving the health and well-being of children in Singapore. Since 2013, RMHC Singapore has provided over S$5 million in grants to support the medical, surgical, and rehabilitative treatment costs for more than 900 needy children.

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