McDonald's group unveils health-conscious menus

NEW YORK: Owners of New York-area McDonald's have kicked off a PR campaign designed to increase sales by telling customers how various McDonald's offerings can fit into their favorite diets.

NEW YORK: Owners of New York-area McDonald's have kicked off a PR campaign designed to increase sales by telling customers how various McDonald's offerings can fit into their favorite diets.

Longtime agency MWW is spearheading the campaign for the McDonald's New York Tri-state Co-op, a group of 175 owners who oversee 650 outlets in the New York region.

The new campaign - called "Real Life Choices" - includes menus that group McDonald's items for people concerned with fat content, carbs, or calories, explained Alissa Blate, an EVP with MWW.

The agency worked with nutritionist Pam Smith to create the menus, which offer choices such as a breakfast with less than five grams of carbs or less than eight grams of fat.

The new campaign marks a departure from previous MWW efforts for the owners' group. Those PR programs stressed community relations and community involvement. Owners this year wanted PR that was more oriented toward marketing communications in an effort to drive sales, explained Blate.

Launched at the start of the month, the current PR campaign includes media outreach across the New York area. In-store materials include posters and point-of-purchase displays as well as brochures, which show the new menus.

The new campaign already is generating positive consumer response, according to Paul Cottrell, an owner-operator of 12 McDonald's outlets in New Jersey. "It adds another layer of service to our customer," he said.

Subsequent PR efforts will focus on in-store activities and creating new partnerships for the owners' group that tie into the campaign.

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