McDonald’s to Launch New Happy Meals Ads, Characters

March 5th, 2012 by Classy Kid Leave a reply »

New Characters Will Pitch Nutrition for Line Criticized for Role in Childhood Obesity

McDonald’s is putting its embattled Happy Meal front and center with a national TV campaign expected to launch next week, Ad Age has learned.According to people familiar with the matter, the campaign will feature new characters and focus on nutrition, which has historically been a sore point with those who charge that Happy Meals contributed to an increase in childhood obesity. The campaign, which will most likely run periodically through 2012, was created by Publicis Groupe’s Leo Burnett, Chicago.BloombergThe agency declined comment and referred calls to McDonald’s. A spokeswoman for McDonald’s did not provide details and said it was “premature to discuss a Happy Meals campaign.”The campaign is believed to be the first major TV push for Happy Meals since the chain began revamping the offering last fall with apple slices, fewer fries and a low-fat dairy option. The result is a 20% reduction in calories in what the chain calls its most popular Happy Meals.It appears to be a follow-up to a nutrition declaration the chain made around the time it unveiled the new kids’ meal. In a July press release the company said it would “raise nutrition awareness among children and parents through national marketing initiatives …

via McDonald’s to Launch Happy Meals Ads | News – Advertising Age.

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