McDonald's has announced that they will start putting books in their happy meals. This is an interesting change for the fast food conglomerate to make, after just giving away plastic toys for much of their company's history. McDonald's is hoping to increase literacy with children with the action, but it is probably too late at this point, and especially with the customers who typically eat at the restaurant. However, this could also be looked at as an attempt to make nice with parents that have criticized them for their unhealthy food, coming way too late to actually make a difference.
Fast food has often been used in order to give kids a quick, cheap meal, but after all the attention that has been put on McDonald's for the lack of nutrition in their food, many people have chosen to steer clear of the establishment. In an attempt to improve its image among those who despise the company and the way they conduct their business, McDonald's has been aggressively trying to improve its menu and last month announced that it would start to offer more fruits and vegetables. They are certainly not going win over the public immediately, but could this be enough to get some new business from people?
McDonalds is putting books in their Happy Meals. Being that I am a McDonald I hope they include "My Inappropriate Life"
— HEATHER McDONALD (@HeatherMcDonald) October 10, 2013
Corporate Accountability International, a group that brought a 9-year-old girl to McDonalds' shareholder meeting in order to scold CEO Don Thompson in May, is being very critical of their new literacy campaign. The group has accused McDonalds of "trying to earn undeserved goodwill from the growing number of parents and health advocates who are calling on them to stop marketing to kids."
— Steven Spitz (@VeganPetman) October 10, 2013
The campaign is set to launch on November 1st, during National Family Literacy Week, but it is only scheduled to last for two weeks, unfortunately for the McDonald's happy meal book campaign. Parents should not expect to see their child opening up the Happy Meals and finding books that they are familiar with or had previously read, wanting to share with their child either. McDonald's has said that they will partner with advertising firm Leo Burnett, and create their own books, four titles specifically designed for the customers of McDonalds. This will include characters like a voracious goat who struggles to eat right, and a diminutive dinosaur who grows tall with good nutrition.
— Creativity Editors (@creativitymag) October 9, 2013
McDonalds will be replacing toys w/ books to promote healthy eating. Are they trying to educate their customers out of their restaurants?
— Nicole Bella Remini (@nicoleremini) October 10, 2013
On November 1st, they will also launch a new interactive digital book, and will release one each month until the end of 2014, as they mention in an article published on their website. The story also goes into detail about each of the original books that will be distributed. McDonald's happy meal's including books in an effort to help with literacy, is a long shot, but they are probably willing to do anything in order to get new customers.
McDonalds is putting books in happy meals instead of toys! Too bad those chicken nugs are still about 50% meat...
— jentry (@sh00t_the_J) October 9, 2013
Image via Youtube