In Canada, McDonald's newest Happy Meal promotion seeks to engage children with more than just toys.
Normally, Happy Meals accompany a toy of the child's choice – with various brands and companies partnering with McDonald's in order to promote their own services and products. The newest Happy Meal promotion in Canada is taking a slightly different route, as it allows children to choose between a book or a toy with their purchase. The promotion comes as a result of a partnership between Kids Can Press and the fast food giant, and seeks to encourage children's love for reading.
This Happy Meal promotion will likely appease parents, and is particularly effective in reaching those who may otherwise be hesitant to allow their children to eat at McDonald's.
Key Themes Behind This Trend
- Promoting Reading
- Giveaways of books instead of toys in fast food promotions to encourage children's love for reading.
- Partnerships with Publishers
- Collaborating with publishing companies to offer books as an alternative to toys in fast food promotions.
- Appealing to Parents
- Using book giveaways as a way to attract parents who are hesitant to allow their children to eat at fast food restaurants.
Where This Applies
- Fast Food
- Using book giveaways in Happy Meal promotions to draw more customers and differentiate from competitors.
- Publishing
- Partnering with fast food chains to increase the reach and accessibility of children's books through giveaway promotions.
- Parenting
- Providing an incentive for parents to visit fast food restaurants by offering books instead of toys for their children.
