POSTED: July 20th 2011
Appointments
McDonald's targeting youth for 2012 Games with Happy Meal promotions
LAURA WALDEN / Sports Features Communications
TAMPA, Jul 20: International Olympic Committee (IOC) TOP Sponsor McDonald’s today revealed three key points to their plans for the London 2012 Olympics next year.
Olympian Dara Torres, five-time U.S. Olympic swimmer, was announced as global ambassador of worldwide initiative, the company plans to create the largest ever McDonald’s Olympic Champion Crew Team and the menu will be focused on balanced eating and fun play. They will also create the largest McDonald’s freestanding restaurant in the world in Olympic Park.
McDonald’s will have four new Olympic venue restaurants: one in the Olympic Village, one in the Main Press Center, and two in the Olympic Park for spectators.
IOC chief, Dr. Jacques Rogge, said, “McDonald’s has been a long-time and valued partner of the Olympic Movement. We appreciate McDonald’s incredible ability to reach millions of fans with innovative, inspiring programs that connect with the Olympic Spirit. We are working together to promote sport and inspire children around the world to lead balanced, active lifestyles.”
The worldwide chain is also targeting the youth with a program the entails a website offering balanced eating and fun play facts, and challenges; digital engagement to track their physical activities; special Happy meal packaging highlighting balanced eating and physical play. The will also be pushing the initiatives through social media channels.
McDonald’s Global Chief Brand Officer, Kevin Newell, said, “For the first time ever, McDonald’s Champions of Play for the Olympic Games will tour and play with athletes at the actual Olympic venues.
“This will be an unforgettable, inspiring moment for our champions, along with attending the Games, seeing McDonald’s Chef demonstrations, taking an exclusive tour of the Olympic Village dining area, visiting London’s cultural sites, and making new friends.”
Ambassador Torres said, “I want to make a positive difference in the lives of children and families, so it’s a natural fit for me to join McDonald’s today, and in the years ahead, as we inspire happy and active kids. Together, through the new McDonald’s Champions of Play for the Olympic Games, we can reach millions of people about the benefits of balanced food choices and play for kids everywhere.”
McDonald’s is the exclusive restaurant sponsor of the Games and the only one to offer branded retail food services to the athletes.
According to IOC information McDonald's became an official sponsor of the Olympic Games in 1976 and has a longstanding commitment to the Olympic Movement. At the 1968 Olympic Winter Games, McDonald's airlifted hamburgers to U.S. athletes competing in Grenoble, France, who reported they were homesick for McDonald's food.
Since then, the company has served its menu of choice and variety to millions of athletes, their families and fans. In 2004, McDonald's announced the continuation of its TOP sponsorship for the next eight consecutive years through the 2012 Games.
Keywords · McDonalds · London 2012 · Jacques Rogge · Dara Torres · Kevin Newell
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