McDonald's to restrict push to healthy items

McDonald's is attempting to position itself as a chain that encourages children to make healthier food choices, by pledging to use its licensed promotional properties only on menu items not high in fat, salt or sugar.

Marketing director Jill McDonald said that the fast-food company had a major role to play in stimulating positive health choices as part of 'a broader response to the obesity issue'.

This week, McDonald's is launching a TV campaign, created by Leo Burnett, to promote its range of Shrek the Third-branded carrot sticks, milk and fruit bags.

Two executions will target children, one with information about the importance of eating five portions of fruit and vegetables a day, the other promoting an in-store treasure hunt. A third element will underpin the five-a-day message to parents.

'Parents want big brands to use their marketing might in order to boost the appeal of fruit and veg,' added McDonald.

In August, McDonald's is planning to use its tie-up with summer kids' movie Surf's Up, which features animated penguins, as part of a free swim promotion.

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