By the end of 2014 McDonald’s aims to have given away more than 3.5 million apples and over 23 million grapes free of charge to Happy Meal customers as part of its new ‘Free Fruit Fridays’ initiative.
Launching today (Friday 7 March), McDonald’s restaurants nationwide will hand out a free fruit bag with every Happy Meal on the first Friday of every month in a bid to encourage millions of children to eat and enjoy five-a-day.
Speaking to The Drum, McDonald’s UK marketing director Nathalie Pomory, described the campaign as “the latest step in the evolution of the Happy Meal” and revealed that the activity was inspired by a similar project introduced in McDonald’s restaurants in France during 2010, Crunchy Wednesdays.
“We were quite surprised by the government figures which showed only one in ten kids in the UK are getting the recommended five-a-day, and the trend is similar amongst our own customer base. Despite many customers being aware that we introduced fruit bags ten years ago, in recent years the number of people choosing these options has fallen,” Pomory explained.
“Crunchy Wednesday was introduced when France was in a similar situation to what we’re experiencing now in the UK and as a result of Crunchy Wednesdays McDonald’s in France found a 19 per cent increase in sales of fruit in their restaurants outside of the promotional days, so it really changed behaviours and put fruit back onto customer’s radars. Since then McDonald’s has become the number one restaurant in France where kids eat the most fruit and we want to emulate those results in the UK.”