McDonald's wants to be noticed in a sector where no one expects it: the world of publishing. Present at the Salon du livre et de la presse jeunesse in Montreuil in Seine-Saint-Denis last year, the fast-food giant intends to make another impression with a promotional video. In this advertisement, produced by the advertising agency TBWA\Paris, McDonald's France positions itself as the distributor of more than 60 million children's books in five years .
Since 2015, McDonald's France has offered a choice between a book and a toy in the Happy Meal children's menus. " ?En inviting people to choose a book, the sign is mobilizing to pass on the taste for reading to a whole generation of children and offer moments of reading with the family. And it works: more than 60 million books have been distributed over the last five years to millions of children throughout France" "TBWA Paris.
"The One Book or One Toy program has caught on with children and parents alike, is in charge of the fast-food chain. Yes, it is, 73% of families report choosing the book at least once when ordering from a Happy Meal menu since 2015." . Face the toy, the book is chosen in 15 cases, according to information from Capital .
Since the launch of this operation, six book collections from 10 to 12 children's titles have been created. Published by Hachette Jeunesse, these stories are signed by three renowned authors, Katherine Pancol, Marc Levy and Alexandre Jardin.
