McD's global 'Shrek' pitch takes kid nutrition theme

Nation's Restaurant News,  May 21, 2007  

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OAK BROOK, ILL. -- McDonald's has launched one of its largest promotions ever, a global effort tied to the May 18 release of "Shrek the Third" that also pitches healthful eating by children.

The tie-in with the film is McDonald's first promotional partnership with DreamWorks Animation SKG and involves more than 100 countries in the chain's "single biggest promotion of fruit, vegetables and milk." Kid-oriented premiums include Shrek-theme drinking glasses and toys.

The U.S. promotion will focus on Premium Salads, Premium Chicken Sandwiches, desserts and a Happy Meal featuring white-meat Chicken McNuggets, Apple Dippers and low-fat white or chocolate Milk Jugs.

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