MCDONALD'S PROMOTES HAPPY MEAL FUNDRAISING EFFORT
By Adnews Staff
Toronto-based McDonald's Restaurants of Canada is promoting its new Happy Meal fundraising program with a multimedia advertising campaign. During the fundraising effort 10 cents from the sale of each Happy Meal at participating restaurants will be donated to Ronald McDonald House Charities. The advertising campaign includes two 30-second television ads. The first, called "Turnaround," features Jim Biskey, who resides at the Toronto Ronald McDonald House while his son receives treatment for a heart defect. This ad will break on Monday and run until the beginning of February. The second ad, called "Don't Walk," is a public service announcement featuring Biskey's son Max. It will run through the year. The campaign also includes magazine and online advertising and in-store materials. The campaign was created by Cossette Communication-Marketing. Public relations for McDonald's are handled by Weber Shandwick Worldwide.