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|Advertising - the bellwether industry|
McDonald’s is rolling out a global programme encouraging "a balanced approach to nutrition and activity for children" as part of its London 2012 sponsorship activation.
Five-time US Olympic swimmer Dara Torres has been named as the global ambassador for new McDonald’s Champions of Play for the Olympic Games programme.
“I want to make a positive difference in the lives of children and families, so it’s a natural fit for me to join McDonald’s today, and in the years ahead, as we inspire happy and active kids,” said Torres. “Together, through the new McDonald’s Champions of Play for the Olympic Games, we can reach millions of people about the benefits of balanced food choices and play for kids everywhere.”
McDonald’s said participating countries will initiate grassroots activities for children aged between six and 10. And, through a local market selection process, up to 200 children and a guardian will travel to London next year for the Games.
The programme will also include a website offering balanced eating and fun play facts, and challenges; digital engagement – allowing kids everywhere to track their physical activities online; and special Happy Meal packaging featuring information and tips on balanced eating and fun play.
McDonald’s, which is the official restaurant of the Games and the only branded retail food service provider to feed the athletes, also announced that it will be opening four new Olympic venue restaurants: one in the Olympic Village, one in the main press centre, and two in the Olympic Park for spectators. One of the latter will be the largest McDonald’s freestanding restaurant in the world.
The company said that to “help celebrate the connection between the Olympics and families”, its Olympic venue restaurants will for the first time serve its Happy Meal, which will include fruit, vegetable and dairy options.