With depressed Happy Meals sales and competitors beefing up their own kid programs, McDonald's has joined forces with General Mills and Dannon Co. to co-brand three popular children-oriented packaged foods for sale in McDonald's restaurants.
The Dannon Danimals
Supporting the launch, McDonald's is offering a plush-toy premium tied to the upcoming Walt Disney film The Country Bears through Aug. 1, with an additional free prize attached to meal bags.
Advertising is from McDonald's roster shops Bcom3 Group's Leo Burnett, Chicago, which handles children's marketing; Omnicom Group's del Rivero Messianu DDB, Miami, which does Hispanic work; and Publicis Groupe's Burrell Communications Group, also Chicago, which handles the African-American market.
Spending was not disclosed.