McDonald’s is rolling out four original children’s books with its Happy Meals from 1 to 14 November as part of a massive nationwide children’s book push expected to last years. It plans to distribute 200 million books within those two weeks.
The books, which are self-published by the fast food chain, will carry a nutritional message and feature the company’s characters, but not Ronald McDonald or the Hamburglar.
The Goat Who Ate Everything is about a goat with a big appetite that struggles to eat well and eventually learns to eat right, while Deana’s Big Dreams centers around the world’s smallest dinosaur who grows tall by eating healthily.
The characters and storylines were created by Leo Burnett, which handles family and kids marketing for the fast food giant. The books will be supported by television spots and other advertising forms.
Apart from raising awareness about the importance of nutrition, McDonald’s says it is an effort to boost literacy, with the release coinciding with National Literacy Day on 1 November.
View the rest of the book covers below.
[via Creativity Online and Ad Age]