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Maccie-dees Australia has released details of its new children's dinner menu to be marketed as a healthier alternative to its 25-year-old Happy Meals range. The new menu, which will include pasta, noodles, rice, fresh fruit, lean meat and reduced-fat dairy, will be available in McDonald's 700-plus restaurants later this year, making Australia the first country in the world to introduce a healthier Happy Meal.
They have spent two years developing a menu that satisfies both the nutritionists and parents but is also one that will appeal to children. The new range is not a direct replacment for Happy Meals but will be added to the standard Chicken McNuggets and fries. The new children's menu is the latest manifestation of McDonald's strategy of offering a wider choice of dishes to consumers.
It is expected that the marketing gimmick of including a collectable toy - an important part of the Happy Meals package - will continue. The combination of toy and food in a box has been one of the most successful marketing initiatives in the world.
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6-08-2006 @9:38PM sathan777 said... Considering that Macca's (Australian Abbr.) has ended it's marketing alliance with Disney, it's quite possible that the toy in a box may disappear.
Also the Australian Association of National Advertisers is working on its own code of conduct part of which prohibits "pester power", So that advertisements will no longer encourage children to directly pester their parents, to buy particular products for them.
Some more info here http://www.abc.net.au/pm/content/2006/s1634653.htm
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