McDonald's and HarperCollins are teaming up on a McDonald's book giveaway. The campaign, which aims to promote reading among children, will involve giving away 9 million books to young readers.
The books will be the Mudpuddle Farm series by author Michael Morpurgo, author of the popular children's novel War Horse. The books will be handed out to children with a purchase of a Happy Meal and also come with a finger puppet. Customers will also get the chance to buy the Mudpuddle Farm books at McDonald's restaurants without having to buy a Happy Meal.
According to National Literacy Trust, a London-based independent charity that promotes literacy, one in three children living in the UK don't even own a book! The brand partnership manager at National Literacy Trust, Jack Sallabank, stated, "...This type of campaign will be hugely effective at reaching those who aren't introduced to reading at home and done so in an environment in which they feel comfortable."
What Makes This Trend Stand Out
- Giving Away Books
- Disruptive innovation opportunity: Other fast food chains can partner with publishers to give away books and promote literacy among children.
- Promoting Literacy
- Disruptive innovation opportunity: Educational institutions and organizations can collaborate with fast food chains to create literacy campaigns and encourage reading.
- Brand Partnerships
- Disruptive innovation opportunity: Brands from different industries can collaborate on socially impactful initiatives, such as promoting reading, to reach a wider audience.
Sectors Adopting This
- Fast Food
- Disruptive innovation opportunity: Fast food chains can disrupt their industry by focusing on promoting literacy and education.
- Publishing
- Disruptive innovation opportunity: Publishing companies can collaborate with various brands, including fast food chains, to distribute books and reach more readers.
- Education
- Disruptive innovation opportunity: Educational institutions can explore partnerships with fast food chains to promote literacy and engage students in reading activities.
