Honeycomb Connect

McDonald's launches new global balanced, active lifestyles public awareness campaign
March 8, 2005

New York -- McDonald's Chief Executive Officer Jim Skinner unveiled a major company initiative centered on a multi-faceted education campaign to help consumers better understand the keys to living balanced, active lives -- "it's what i eat and what i do ... i'm lovin' it." The theme, which underscores the important interplay between eating right and staying active, forms the creative core of the program, which takes an innovative and educational approach to advertising and marketing.

"One of the best things we can do is communicate the importance of energy balance in an engaging and simple way," said Skinner. "'it's what i eat and what i do ... i'm lovin' it' is a great new message within our 'i'm lovin' it' theme, and will tie all our balanced, active lifestyles messages together. We are listening to our customers and committed to taking leadership action where we can make a difference."

The worldwide effort features several key components:

New Advertising and Creative Approach

  -- McDonald's today unveiled a new advertising approach and a variety of
     new creative concepts that bring the energy balance message to life
     through the expression, "it's what i eat and what i do ... i'm lovin'
     it."  This approach builds on "i'm lovin' it," McDonald's first-ever
     global marketing campaign which debuted in September 2003.  The new
     balanced, active lifestyles platform is designed to inspire McDonald's
     customers to improve their overall well being.  The creative approach
     will be reflected in television commercials, print and outdoor
     advertising, packaging tips, trayliners, education brochures and a
     variety of other communications as it is rolled out around the world.
     Olympic tennis champions Venus and Serena Williams and snowboarding
     hopeful Crispin Lipscomb, along with balanced, active lifestyles
     advocate Ronald McDonald(R), are featured in creative developed by Leo
     Burnett USA.
  -- McDonald's intent is to evolve the content of its communications to
     children to have a greater focus on balanced, active lifestyles
     messages.  McDonald's is committing significant global resources to
     educate kids and families about energy balance as part of its
     commitment to address consumers' lifestyles needs.
  -- New packaging that includes well being tips will appear in major
     markets throughout the world.  Educational tips will be communicated on
     Happy Meals in the U.S. in March and standard packaging in the U.S. as
     early as May, followed by standard packaging rollouts in Canada and
     Latin America.

"Our entire worldwide system looks forward to bringing this balanced, active lifestyles commitment and education campaign to our customers," said Mike Roberts, McDonald's President and Chief Operating Officer. "Working across the globe to be a part of the solution to our customers' lifestyles needs continues to be a top priority for McDonald's."

Olympic Athletes, Hopefuls and Moms

 -- A team of Olympic Athletes, Hopefuls and Moms -- athletes who are moms
     themselves or are "life coaches" to their own Olympic hopefuls -- will
     bring this effort to life in countries throughout the world. These role
     models, who can inspire young people and others through their
     compelling personal stories, will share their perspectives on how to
     achieve and maintain balanced, active lives.

     Leading the global team are world-renowned hockey player Wayne Gretzky
     (Canada) and five-time gold-medal winning speed skater Bonnie Blair
     (U.S.A.). Other team members include:

      -- Janet Evans - Swimmer (U.S.A.)
      -- Vonetta Flowers - Bobsledder (U.S.A.)
      -- Amy Hatch - Mother of two figure skating hopefuls (U.S.A.)
      -- Steven Lopez - Taekwondo (U.S.A.)
      -- Diego Hypolito - Gymnast (Brazil)
      -- Sarah Ulmer - Cyclist (New Zealand)
      -- Guo Jingjing - Diver (China)
      -- Yao Ming - Basketball (China)

  -- In many of McDonald's 119 countries, McDonald's will coordinate with
     the National Olympic Committees to assemble local teams of Olympic
     athletes, hopefuls and moms to support and implement public service
     programs, educational initiatives and sports and fitness events that
     focus on promoting balanced, active lifestyles in their own

"McDonald's has always embraced and supported the true Olympic ideals and values, such as friendship, teamwork and joy in effort," said International Olympic Committee (IOC) President Jacques Rogge. "The IOC promotes health through sport and commends all efforts to reach out to children and families to encourage living in a healthy way. We congratulate McDonald's for their approach and for this major initiative."