Thinking locally.(MediaWorks)(McDonald's Corp.)(Brief Article)

Advertising Age,  March, 2005  

Tags: Ad Age, McDonald's Corp.

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Byline: Ad Age Reports

Marketers are wrangling with ways to address the obesity issue region by region. Here's a sampler of how McDonald's is adapting:

In Scandinavia, popular healthy local foods have been added to the McMenu, like cod fish wrapped in rye bread in Finland. In Norway, some outlets sell a salmon burger wrapped in rye bread. In Sweden, no salt is added to the food served.

In the U.K., McDonald's is running two-minute educational ads featuring fruit- and vegetable-shaped characters called the Yum Chums. The brightly colored Yums explain to kids through song and ...

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