McDonald's readies worldwide Smurfs Happy Meal push

Samantha Loveday

By Samantha Loveday

August 2nd 2011 at 10:49AM
McDonald's readies worldwide Smurfs Happy Meal push

Global programme to run until November, including TV ads, in-restaurant signage and social media updates.

McDonald's has launched a new global Happy Meal programme featuring The Smurfs, tying in with the release of the new 3D film at the cinema.

Customers will see a specially created live action and computer animated global TV ad, plus in-restaurant signage and packaging and social media updates on Facebook and Twitter.

The Happy Meal promotion will also be brought to life on McDonald's interactive online experience - Stage M - with new content aiming to motivate and encourage children to be friends of the planet.

"McDonald's is committed to playing a positive role in children's well-being," said Kevin Newell, executive VP and global chief brand officer at McDonald's. "The Smurfs Happy Meal program delivers great quality food choices, fun toys and engaging digital content that reinforces important environmental messages."

In the UK, children and families will be able to learn about the environment with the help of all the Smurfs characters. A Smurfs drawing competition invites children to receive their own mini Smurf flower garden and the chance to win a Smurfs gardening kit. Happy Meals will feature up to ten specially designed Smurf plush toys. Fruit bags and carrot bags will also have themed packaging to encourage kids to choose these items.

Meanwhile, in Europe, digital content - such as a Smurfs game which invites children to help take care of Papa Smurf's flower pot garden - will help bring the characters to life. All European countries will feature plush Smurfs Happy Meal toys.

In the US, McDonald's restaurants have teamed up with Keep America Beautiful. Special Apple Dipper packs will feature a digital code, which when entered at HappyMeal.com will mean McDonald's and KAB will plant a tree in needed or devastated areas within national forests across the country.