McDonald's plans for customer title
By Claire Billings, campaignlive.co.uk, Friday, 18 February 2005 04:23PM
McDonald's is attempting to drive home its new health-food message with the launch of a customer magazine that will be produced by River Publishing.
The publisher, which also produces magazines for Holland & Barrett and Superdrug, beat a number of other unnamed rivals in a pitch.
McDonald's is reluctant to talk about its plans although the title is expected to be quarterly. It will be available from the restaurants and targeted at mothers.
Nick Hindle, the head of corporate affairs for McDonald's, admitted the company was looking at ideas with River, but said nothing had been confirmed.
"Mums are a really important audience for us so it seems logical to explore that," he said.
The magazine would help reverse negative perceptions brought on by rising concerns about child obesity and the release of the Morgan Spurlock film Super Size Me last year.
McDonald's has introduced an alternative menu including a salad range, fruit and healthier breakfast options.
This article was first published on campaignlive.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Account Director - Retail to £50k Network Career Consultants £45000 - £50000 per annum, London
- Mid-Senior Print Designer | Contract | London Salt £200 - £300 per day, City of London
- Retail Marketing - Account Executive Barclay Meade £24000 - £27000 per annum + Benefits, City of London
- Marketing Manager Barclay Meade £45000 - £50000 per annum + Benefits, Reading
- Google becomes major UK advertiser after boosting spend by 50% in 2013
- Unilever pilots multi-brand advertising with YouTube beauty channel
- MEC boss Courtier hails £600m Vodafone media win as 'life changing'
- Partners Andrews Aldridge restructures creative with hires and promotions
- Sorrell says Publicis / Omnicom's 'merger of equals' is 'impossible'
- Gatwick rolls out 'guess the X-ray' competition