Kids, McDonald’s is adding something new to your Happy Meal, and it’s not more fries. Parents, next time you pull up to that drive through window, you might be hearing, “Do you want a book with that?”
For two weeks beginning Nov. 1, McDonald’s will distribute four nutrition–themed original books for children.
The company’s vice-president of marketing told Ad Age: “We think that this is a fun and engaging way to give a nutritional message to kids … This is really the first step in a larger book strategy, and our intent is to continue over several years.”
Perhaps this shouldn’t come as a big surprise. The company has been trying to shed its junk food image for several years now. (Via CBS)
Making changes to its Happy Meal menu, like adding apple slices, downsizing the fries and giving parents the option of switching out soda for milk. (Via The New York Times)
Even if the kids are willing to trade in their action figure for a book, the question remains: Will the critics start lovin’ it?
Corporate watchdog group Corporate Accountability International told ABC the campaign is little more than “a thinly-veiled promotion designed to get the brand in front of more kids and earn goodwill.”