cDonald�s Corp has unveiled an aggressively positive global marketing campaign to promote eating right and staying active, especially in messages geared to children. The global effort is clearly a response to the public health advocates, governments and other critics who have called for a crackdown on the food marketers they blame for an explosion in childhood obesity. The effort includes TV commercials, sponsorships with various media and non-profit organisations, in-restaurant promotions and endorsements from celebrities and athletes, all aimed at families and children.
The message: people should pay attention to the foods they eat and their level of activity to find the right balance. The health-related ads incorporate and expand on the global tagline of McDonald�s , "I�m lovin� it", to say "It�s what I eat and what I do... I�m lovin� it." McDonald�s would not comment on how much the effort costs, though it said that a "significant part" of the company�s retail marketing budget aimed at children will be allocated to the campaign in the US.
The new TV ads, created by Publicis Groupe�s Leo Burnett USA, Chicago, feature popular athletes such as tennis stars Venus and Serena Williams and snowboarding pro Crispin Lipscomb.... more