McDonald's Campaign Urges Patrons to 'Go Active'

The McDonald's Go Active Lobby Merchandiser was part of a comprehensive P-O-P campaign designed to promote the fast-food chain's Go Active! Happy Meal For Adults, which debuted in May. The promotion, aimed primarily at women and moms, touted the benefits of walking as part of a healthy lifestyle. It ran for four weeks.The bundled food offer featured a premium salad and bottled water, a stepometer (with instructions) and a "Step with It!" booklet authored by exercise physiologist Bob Greene, Oprah Winfrey's fitness trainer. Those four items were clearly identified on the lobby merchandiser. Other graphics included a woman walking up a staircase (the premium stepometer attached to the waist of her pants), an enlarged image of the device, and Greene's likeness accompanied by the quotation, "The point is to get walking."Other P-O-P elements in the campaign included an exterior banner or pole sign, window posters, table tents, a translite for the drive-through area and one for use inside a store, register toppers, crew poster, real estate sleeve and gateway banner. The P-O-P kits, produced by Rapid Displays, Chicago and Union City, Calif. for IMS - Schwarz Worldwide, Oak Brook, Ill. (for McDonald's), arrived at designated restaurants one week prior to the national program launch on May 5.Anne O'Keefe, vice president, operations director for IMS -- Schwarz Worldwide, expresses satisfaction with the lobby merchandiser. The materials used for its construction, she says, were appropriate and adequate for the length of the program and the restaurant environment. She adds that the unit also proved to be cost-effective ($21.00 per display), and that setup was straightforward. The display was designed to function in either of two ways: First, it could be placed as a double-wing easel. Or, personnel could snap the tabs located at the bottom of the unit into a weighted, permanent, blow-molded plastic base that some restaurants already had on premises.The program launch, O'Keefe says, was effective, and McDonald's continues to offer the Go Active! Happy Meal, sans stepometer. Since this launch, the chain has further attempted to promote a healthy lifestyle with the introduction of Chicken Selects (premium breast strips), timed to hit when the 2004 Summer Olympics commenced.

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