McDonald's looks to wildlife in Happy Meals push

by Gemma Charles, Marketing 19-Aug-08, 10:25

LONDON - McDonald's has launched a range of educational Happy Meals following its decision to rely less on film tie-ups. The first promotion will focus on preserving endangered species and will run across Europe.

Launched in Sweden last week, the Endangered Animals Happy Meal will be rolled out in the coming months and is expected to launch in the UK next March.

The toys given away with the meals are based on endangered species, including a giant panda, polar bear and black rhinoceros. Each comes with a leaflet giving information about how much its population has declined, and where the animal lives.

McDonald's says it will make a 'significant financial contribution' to the charity Conservation Internat-ional, which will be used to support three forest areas threatened by climate change and habitat destruction.

McDonald's embarked on a major push for its Happy Meals in the UK last month, highlighting the provenance and quality of the ingredients used for its chicken nuggets, burgers and chips. A £5m ad campaign, by Leo Burnett, features families planting flower beds that grow into the shape of a cow, a chicken and a sack of potatoes.

McDonald's is due to roll out a range of educational toys from next year.