McDonald’s Engages Families in the Benefits of Balanced Eating, Active Play

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Dear Today's Diet & Nutrition Readers,

I want you to be among the first to know about McDonald’s new Happy Meal campaign to engage families in the benefits of balanced eating and help make nutrition fun for kids. McDonald’s is committed to helping parents and kids feel good about the food choices they make when they eat together at McDonald’s. To coincide with the national rollout of McDonald’s new Happy Meal, which automatically includes apple slices (about ¼ cup) and a new kid-size fry (1.1. ounces), our new campaign features:

“Happy Meal Chefs” contest gives two parent and child teams the opportunity to help in the creation and testing of new, nutrition-minded Happy Meal choices alongside McDonald’s executive chef Dan Coudreaut. Beginning March 5 to April 18, the contest is seeking top inspiring stories from families who enjoy cooking with wholesome ingredients at family mealtime.

Entry: Parents or legal guardians with kids ages eight to 11 are eligible to enter online at the Happy Meal Chefs contest page. Participants must answer a brief questionnaire and submit a short video online that creatively showcases their family mealtime. They’re also encouraged to learn about and feature recommended food groups from the USDA’s MyPlate – the balanced-eating symbol based on the federal dietary guidelines.
Prize: Ten kids will win a trip to the London 2012 Olympic Games, where they will join kids from around the world to celebrate balanced eating and fun play. Two Grand Prize Winners, selected in part by a panel of expert judges specializing in food, nutrition and physical activity, will become honorary “Happy Meal Chefs.” The winning young chefs will experience a one-of-a-kind apprenticeship with Chef Dan.

New Happy Meal TV advertisements, debuting nationally on March 7, will be the first that support McDonald’s nutrition commitment to promote nutrition or active lifestyle messages in 100 percent of our national communications to kids. The advertisements use the art of storytelling – with metaphors, rhyme and song – to engage kids in the benefits of balanced eating. In striving to make nutrition fun for kids in a unique way, new characters – each with a story that celebrates kids’ aspirations – will achieve their goals with the help of balanced eating and active play. As the characters’ stories unfold, they discover the benefits of eating foods from recommended food groups, including Happy Meal menu items like apple slices and fat free chocolate milk.

The new Happy Meal campaign is McDonald’s latest initiative to support our “Commitments to Offer Improved Nutrition Choices,” announced July 2011. The comprehensive plan aims to help customers – especially children and families – make nutrition-minded choices whether visiting McDonald’s or eating elsewhere.

I encourage you to learn more about Happy Meal Chefs contest by visiting our website: https://happymealchefs.mcdonalds.com/. Also, I invite you to try our new Happy Meal by sending an e-mail to HappyMealChefs@pimsinc.com for a complimentary coupon.

Thank you for your time to learn about McDonald’s new Happy Meal campaign. Please share your feedback or questions with us at nutrition@us.mcd.com.

Sincerely,

Cindy Goody, PhD, MBA, RD, LDN
Senior Director – Nutrition
McDonald’s USA, LLC
2111 McDonald’s Drive
Oak Brook, IL 60523
nutrition@us.mcd.com

NO PURCHASE NECESSARY. Making a purchase will not increase your chances of winning. Many will enter, 10 will win trip to the 2012 London Olympic Games & 2 will win the Happy Meal Chef Experience. Open to US residents 18 yrs + who are parent/legal guardian of a child 8-11 yrs old at entry, have a valid passport prior to travel & can travel internationally. Contest begins 3/5/12 at 12:01:00 AM CT to 4/18/12 at 11:59:59 PM CT. Subject to [Official Rules]. See Official Rules for entry info/deadlines, judging details, additional prize restrictions, income tax and all expenses to accept prize & complete details. London Trip ARV: $5,000. Chef Trip ARV: $1,500. Void outside 50 U.S./D.C. & where prohibited. SPONSOR: McDonald’s USA, LLC, 2111 McDonald’s Dr., Oak Brook, IL 60523.