We have some research coming out in Brand Strategy magazine this month that suggests that children are often teaching their parents about the environment and conscious consumerism. In many schools in different parts of the world, children are taught about recycling, healthy food and so on.
So it is no surprise that McDonald’s has caught onto this trend. It is apparently producing themed meals in conjunction with DreamWorks’ Bee Movie film. It has collaborated with an organisation called Conservation International to back up the meals with some credibility.
The Bee Movie promotional meals will feature a bee character logo on Apple Dippers (peeled apple slices with an optional low-fat caramel dipping sauce) and low-fat white or chocolate Milk Jugs. Restaurant trayliners feature environmental messages and tips from the film’s character “Barry B. Benson” and Conservation International. Kids also get a character from the movie.
The fast food chain will also apparently be working with Conservation International to preserve bee habitats in Mexico and South Africa.
This is an interesting move as it was only recently that Disney ended its 10-year relationship with McDonald’s amid rumours that it didn’t want to be involved with promotions of non-healthy food. The Disney brands now appear on supermarket apples and other fruit snacks in the US and Europe. So it is an interesting move to see how McDonald’s has responded by using its healthier meal options to push the environmental message instead.
Inspired? You tell us.
October 23, 2007 at 9:27 am |
[...] Original post by brandstrategy [...]
October 24, 2007 at 4:40 pm |
The Food Marketing alone surrounding Bee Movie could open up an entire restaurant. You have the Little Honey Bottles with Barry Bee Benson on them and when you walk up and down the aisles, you’ll spot PopCorn with Barry Bee on the Panel. I’m just really surprised the Runway has not been infiltrated with yellow & black Haute Couture Designs as well as Bee Hive Hair-Do’s for the women.
As for the top Restaurant Chain picking up on this ‘Honey of a Trend,’ if there’s “money to be made on honey,” McDonald’s will be the first ones to just on the Bee Bandwagon. Since so many of America’s Children are obese as well as their parents who waddle into their favorite McDonald’s, perhaps some of these newer, fresher and healthier foods will help in their quest to battle the(ir) bulge.
Since 1/3 of California is now on fire and many Film-Goers live in that Area, it can’t be forgotten that Animals lose their lives and homes as well as People who live in that droughted and infected area. If an Eco-Buzz can be generated from this Movie, then the Movie has done its job plus more. After all, without Ecology, we wouldn’t have a place to go see our flicks or much else for that matter.
Submitted by:
ASK:
Koopersmith’s Global Communications
&
GORF Werks Central
Chicago – chicaGORF – IL USA
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October 24, 2007 at 7:27 pm |
It’s really going to be a great movie?
December 3, 2007 at 4:20 am |
Thank! Cool Site! The Best!