OAK BROOK Ill. McDonald's is launching one of its largest promotions, a global effort tied to the May 18 release of the animated "Shrek The Third" that's designed to encourage healthful eating by children.
The tie-in is McDonald's first promotional partnership with DreamWorks Animation SKG and will involve more than 100 countries in what the chain billed as its "single biggest promotion of fruit, vegetables and milk."
The U.S. promotion will focus on a variety of menu items including Premium Salads, Premium Chicken Sandwiches, desserts and a Happy Meal featuring white-meat Chicken McNuggets, Apple Dippers and low-fat white or chocolate Milk Jugs.
Happy Meals in the United Kingdom will feature carrot sticks, organic milk and fruit bags. McDonald's units in Latin America will serve Fiona Salads, and Australian units will offer Shrek-shaped pasta.
Aspecial website dedicated to the well being of children will go live in English on Friday and in multiple languages during the following weeks. The online portion of the promotion will include games and encourage offline physical activities. Kids will earn points redeemable for digital downloads for each activity they complete.
In addition to the new emphasis on health, the promotion will include traditional premiums, in the form of 16-ounce glasses featuring Shrek characters, Shrek-themed Arch Cards and Happy Meal toys created in eight languages for specific countries.
Marketing support will include a global TV spot, which features original animation from DreamWorks. The spot, which countries can customize for their local markets, will break Friday in the United States and in select countries in the coming months.
McDonald's operates or franchises more than 30,000 units in 118 countries.
