McDonald's Encourages Kids to "Shrek Out" Happy Meal

News EditorMedia, Milk

McDonald’s is launching a new campaign featuring milk, fruits, vegetables and Shrek! Get your kids to “Shrek Out” their Happy Meals by ordering Apple Dippers and low-fat white or chocolate milk. Kids can also visit the new online site “State M” to play games and interact with Shrek characters.

McDonald’s announced it has teamed up with DreamWorks Animation for the final chapter of the adventures of the green ogre and his friends in “Shrek Forever After(TM).” Shrek, Donkey and Puss In Boots encourage kids to “Shrek Out” their Happy Meals around the world with menu options like fruits, vegetables, low-fat dairy and fruit juices.

“Three years ago Shrek helped us launch our biggest worldwide promotion of fruit, vegetables and dairy,” said Dean Barrett, senior vice president, McDonald’s global marketing. “Now he’s back, with his famous friends, to help us communicate the great taste and fun of these foods in new and even more impactful ways. We anticipate the response to our Happy Meal choice items such as Apple Dippers and low-fat milk jugs will be greater than ever.”

This new Shrek-themed promotion, focusing on the great taste and appeal of fruits and vegetables, reflects McDonald’s ongoing commitment to kids and families and making these foods fun for kids to eat. McDonald’s is broadening the approach by delivering the “great taste” on Shrek packaging, point-of-purchase marketing materials at kids’ eye-level, TV commercials, online and in social media.

In 2007, McDonald’s featured Shrek on the packaging of Happy Meal choice items such as milk jugs and Apple Dippers. Today, McDonald’s estimates more than half of Happy Meals sold worldwide include a fruit, vegetable, milk, juice or water option.

“We continue to work with leading children’s experts and organizations to elevate our approach on how to motivate kids to choose fruits, vegetables and dairy foods more often,” added Barrett.

Timed to the Shrek promotion, McDonald’s is unveiling Stage M, an action-packed interactive, online experience for kids featuring exciting new music videos recorded by popular kids’ artists –Brandon Smith, musician and star of “Sonny with a Chance” and Olympic gymnast and singer Carly Patterson. The music videos use colorful animation and fun tunes to engage kids in the taste and appeal of fruits and vegetables. Online components also include kid-friendly activities and games that allow parents and kids to interact with Shrek characters, star in their own music videos and play games involving fruits and vegetables.

Source: McDonald’s Media Center