News
McDonald’s launches campaign to inspire millions of Happy Readers
9 Jan 2013
McDonald’s UK has today launched a long-term campaign to put millions of popular books into the hands of families and help make reading fun.
Over the next two years, McDonald’s will hand out at least 15 million fiction and non-fiction books to families across the UK. It will partner with publishers, retailers and other literacy organisations including the National Literacy Trust and WH Smith.
Created in response to a successful pilot in 2012, following which nine out of 10 parents said they would like to see more book promotions from McDonald’s, the Happy Readers campaign will launch with a five-week nationwide promotion. During these five weeks, Happy Meal customers will be able to enjoy a series of non-fiction books from award-winning publisher DK’s ‘Amazing World’ series. The books, one of which will be included with every Happy Meal, will come with puzzles and stickers that bring to life topics including Stars and Planets, Big Cats and Oceans.
The campaign will encourage families to have fun reading together. With our research showing that only half of children really enjoy reading, McDonald’s will lend its family-friendly restaurant environment and its focus on family fun to encouraging parents and children to enjoy books together. In addition to the books included in Happy Meals, book offers will be available for redemption at leading High Street retailer WH Smith.
Jonathan Douglas, our Director, said:
We are delighted that McDonald’s is extending its commitment to giving families access to quality, affordable books. Our research tells us that there is a very clear link between book ownership and children's future success in life so it is very concerning that one in three children in the UK don’t own a book and half of kids don’t really enjoy reading. Initiatives like McDonald’s Happy Readers campaign play an important role in getting more books into the hands of children and inspiring families to read together as a fun and interactive pastime. With its scale and ability to reach people all across the UK, McDonald’s commitment to books has the potential to make a real difference.
