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McDonalds gets kids reading with 4 original books in every Happy Meal during month of November
10 de octubre de 2013
Los libros auto-publicados por McDonald, se basarán en personajes creados por Leo Burnett
McDonalds has launched a new campaign to get kids reading. Between Nov. 1-14, the fast-food chain is substituting the toys in Happy Meals with four original books. The Golden Arches outfit said in a communiqué that it expects to distribute some 20 million books during the two-week promotion. The books, published by McDonalds itself, are based on characters created by the ad agency Leo Burnett, which does the chains family and kiddy advertising.”We think that this is a fun and engaging way to give a nutritional message to kids” said Ubong Ituen, VP of marketing for McDonald’s USA. “This is really the first step in a larger book strategy, and our intent is to continue over several years.McDonalds said the strategy forms part of its commitment to nutrition that it made in 2011, when it pledged to include a nutritional message in 100 percent of its communications to children.The company also said the measure is meant to promote literacy, and in fact the campaign to include books in Happy Meals kicked off on National Literacy Day, Nov. 1.
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