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McDonald’s launches pan-European fruit campaign

  • McDonald’s launches pan-European fruit campaign

    by Market Insider

    Thursday, 03 Apr. 2014

    McDonald’s Europe is expanding the availability of fruit free of cost to the consumer on menus in 19 European countries. The pan-European announcement comes after several initiatives in individual countries and trial campaigns in Portugal, Italy and Malta.

    The new campaign will provide free fruit promotions in 84% of McDonald’s restaurants in Europe throughout the year. Typical promotions will offer a free fruit item in a Happy Meal order once a month. Building on the success of ”Mercredis à Croquer” in France, which has offered free fruit in all Happy Meals on the first Wednesday of the month since 2010, the first part of the initiative began with “Free Fruit Fridays” in the UK and will be followed by “Fruchtiger Mittwoch” or “Fruity Wednesday” in Germany.

    McDonald’s Europe vice president said a motivating factor behind the campaign was to make fruit more accessible, affordable and appealing for children and to make eating fruit and vegetable fun by using, for example, the brand and licensed characters on packaging. McDonald’s also try to present fruits creatively – for example, kiwi on stick – which makes it easier and more exciting for kids to eat and hold.

    All restaurants already offer fruit or vegetables and many have done this for over a decade so this campaign just takes this commitment one step further. McDonald’s Europe highlighted that since the launch of the French campaign it has given away 10 million packs of fruit in France. The company said it is now the restaurant in France where children eat more fruit. The experience in France shows that an impact can be made encouraging balanced diets and hopefully creating lifelong habits of fruit consumption.

    Participating countries in the current campaign are Austria, Estonia, Latvia, Lithuania, Croatia, France, Germany, Hungary, Italy, Malta, the Netherlands, Portugal, Romania, Russia, Serbia, Spain, Switzerland, the United kingdom of Great Britain and Northern Ireland (UKand the Ukraine.
    The fruit offering will vary by country and seasonality. In the Baltics, for example, restaurants plan to provide whole apples, while Russian locations will offer apple slices and grapes. The UK will start with apple slices and grapes and later offer pineapple sticks.

    Source: freshfruitportal.com

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