McDonald's has launched a new worldwide initiative to promote healthy living - the latest effort by the world's largest restaurant chain to shift the spotlight from french fries to fruit and combat criticism of its food and business.
The "It's what I eat and what I do ... I'm lovin' it" campaign includes television ads, new packaging, an updated website and a fresh series of Ronald McDonald videos teaching children how to eat well and stay active.
TV spots will be rolled out over the next couple of months in different languages around the world, featuring kid-friendly images such as snowboarding, jump-roping fruits and veggies and tennis stars Venus and Serena Williams. Hockey player Wayne Gretzky will also spread the word.
McDonald's has pushed to convey a healthier image amid mounting criticism and obesity lawsuits. The hugely successful 2004 documentary "Super Size Me," which focused on the health decline of filmmaker Morgan Spurlock during an all-McDonald's diet, has undoubtedly forced the issue.
McDonald's plans to introduce new salads to its menus. Also, with trans-fatty acids regarded as the latest obesity culprit, McDonald's will keep working to remove transfats from foods, including french fries.
"We will use our size and strength to set an example," said ceo Jim Skinner.
But, some critics doubt the new campaign will have much effect on public health, and instead see it as a public relations counter-attack.
"I think it's just window dressing designed to promote a more cuddly feeling towards the company than to really change their core business practices," said Michael F Jacobson, executive director of Center for Science in the Public Interest in the US.
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