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McDonald's Launches "Balanced, Active Lifestyles" Campaign

March 10, 2005

McDonalds • McDonald's Prepares to Fire Back at Critics • McDonald's Fesses Up to Milk, Wheat Content of Fries • McDonald's Finds More Trans Fat in its Fries • McDonalds To List Nutrition Information • McDonald's Launches "Balanced, Active Lifestyles" Campaign • McDonald's Settles Trans Fat Suit • Appeals Court Reinstates McDonald's Suit --- • Consumer Complaints

McDonald's has launched a new ad campaign as part of what it says is an effort to "inspire McDonald's customers to improve their overall well being." The campaign follows settlement of a lawsuit over the fast-food giant's use of trans fatty acids.

The ads feature Olympic tennis champions Venus and Serena Williams and snowboarding hopeful Crispin Lipscomb, along with "balanced, active lifestyles advocate" Ronald McDonald.

The theme -- "it's what I eat and what I do…I'm lovin' it" -- builds on the "I'm lovin' it" campaign which debuted in September 2003. McDonald's says its intent is to evolve the content of its communications to children to have a greater focus on balanced, active lifestyles messages.

New packaging that includes well-being tips will appear in major markets throughout the world. Educational tips will be placed on Happy Meals in the U.S. in March and standard packaging in the U.S. as early as May, followed by standard packaging rollouts in Canada and Latin America.

Additionally, A team of Olympic athletes, hopefuls and moms led by world-renowned hockey player Wayne Gretzky (Canada) and five-time gold-medal winning speed skater Bonnie Blair (U.S.A.) will be featured in ads around the world.

McDonald's recently agreed to pay $8.5 million to settle a lawsuit over the artery-clogging trans fats in its cooking oils. $7 million will go to the American Heart Association and the other $1.5 million will be used for a public education campaign.

The settlement ends a lawsuit brought by Stephen Joseph, a San Francisco activist and activist who has been trying to raise public awareness of the health dangers from the trans fatty acids (TFAs) in hydrogenated or partially hydrogenated oils.

Joseph's suit alleged that McDonald's did not properly inform the public that it had encountered delays in plans to reduce the trans fats in its cooking oils.

Trans fats are used in thousands of processed food products, often giving the crunch to French fries, cookies, and cereals.

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