MCDONALD’S APPOINTS ACCELERIS

May 08

Cross-promotion with British National Martial Arts Association

acceleris marketing communications has been appointed by McDonald’s to oversee its DreamWorks’ Kung Fu Panda promotion, to be launched in June.

The agency will oversee the development and management of a promotional partnership with the British National Martial Arts Association (BNMAA), which will offer free sessions for children throughout the summer campaign.

The promotion is part of McDonald’s continuing drive to encourage its customers to lead an active lifestyle. Last year it supported the launch of the Surfs Up film with free swimming lesson offers appearing on 14 million Happy Meal boxes and in-store Point of Purchase (POP) material, across approximately 1,250 restaurants.

The activity will be led by acceleris Account Director Paul Amourdedieu, an advisor to the BNMAA who has previously overseen cross-brand relationships with Playstation, Nestle and Cadbury’s.

He said: “The activity will see the provision of free martial arts sessions to McDonald’s customers via in-store POP material. We have developed a campaign that benefits both parties and we’re very excited about the launch.

He added: “The BNMAA is ideally positioned to deliver this type of activity. It has access to thousands of clubs across the UK and represents instructors and members spanning the martial arts community. The Association works very hard to communicate the benefits of disciplined activity to young people.”

McDonald’s Marketing Director Alistair Macrow said: “McDonald’s already has a long-standing reputation for supporting grass roots coaching in football and this is an ideal opportunity to extend this coaching into new areas. This is the first time we have worked with the British National Martial Arts Association and are very excited about supporting the good work they do.”