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
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Agency Sales Manager - SPORT Ultimate Asset £30000 - £35000 per annum + competitive commission, London
- Artworker - Mid-Weight Major Players £26000 - £28000 per annum, North London
- Senior Account Manager Dynamic New Alliances £30000.00 - £36000.00 per annum, City of London
- Junior Product Owner / Business Analyst - Mobile Digital Gurus £35000 - £40000 per annum + benefits, package etc, London
- OgilvyOne loses BA business
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office
- Facebook research finds 42% switch device mid-activity