McDonald’s unveils 2014 strategy of “Families with Kids” Launches “Happy” character for digital kids for the first time in the Asia Pacific
Bangkok, January 8, 2014: McDonald’s has unveiled its “Family with Kids” 2014 marketing strategy to remain number one among kids and their families, making them “Happier and Healthier”. McDonald’s will also launch the “Happy” character as a new friend for children to fire up their imaginations in the digital world for the first time in the Asia Pacific, Middle East and Africa region, after runaway success in France.
The company will also launch the “McDonald’s Happy Club Card”for parents with special privileges, new and exciting activities, and food with great taste and value in the form of Happy Meals, Family Breakfast and Happy Families sets including surprise menu items for all the family.
For over 58 years, McDonald’s worldwide has been committed to providing delicious food to global standards, with a large variety on the menu giving taste, nutrition and value for money. McDonald’s also attends to the needs of customers of many different age groups and lifestyles to ensure their loyalty. Children and their families in particular are a core customer group with many campaigns and activities aimed at them.
This year, McDonald’s continues its “Family with Kids”strategy, aiming to make families “Happier and Healthier” with Happy Meal Sets made from the finest ingredients cooked into dishes that are very tasty for children. They have orange juice or milk to choose from and delicious apple slices for dessert. Parents are looked after with the “McDonald’s Happy Club Card”, the 4thyear McDonald’s has given a 10 percent discount on food and beverages at every McDonald’s outlet.
McDonald’s also offers Happy Meal, Family Breakfast and Happy Families sets to fill up the whole family, as well as in-store activities such as birthday parties, workshops and the Ronald Show on tour which meets families in the restaurant.A new play space has been developed called the “I Play”. Especially for Thai kids, McDonald’s Thailand is the first country in the Asia Pacific, Middle East and Africa regionto launch “Happy”, who is famous in France, as a character to bring smiles to children through their imaginations with digital media.
McThai Co., Ltd. Marketing Director PetcharatUthaisang said, “McDonald’s has always given families and kids the highest priority with Happy Meal sets, made from “Real Ingredients” into dishes that children love. We also have fruit juices or milk as choices for health-conscious parents. Tasty apple slices for dessert complete the full nutritional package.
“McDonald’s has also supported activities to bring children happiness such as McDonald’s Champion of Play, McDonald’s Player Escort, or our McDonald’s play store in KidZania, which gives kids the chance to play at being McDonald’s restaurant staff to inspire them in a future occupation.
“This year, McDonald’s has set a target to be number one with kids and families, by making them ‘Happier and Healthier’ with a big variety of new activities. The McDonald’s Happy Club Card gives more than just 10 percent discount, and we have organized many activities for families to spend time together on holidays.
“Especially this year, we have launched the Happy character to stimulate kids’ imaginations, because Happy is an ambassador of happiness from the digital world. McDonald’s Thailand is the first country in the Asia Pacific, Middle East and Africa region to launch Happy, in time for Children’s Day.
“Besides this, as an official sponsor of the 2014 World Cup, McDonalds will continue the McDonald’s Player Escort activity which finds two children to accompany players on to the pitch at the World Cup Finals in Brazil. McDonald’s has also created tasty new menu items for the whole family to enjoy.”
“For our family marketing strategy, we are spending 40 million baht with the aim of meeting the needs of families by communicating through TV ads, leaflets and other in-store media. With this campaign, we hope to expand our customer base and create loyalty for our brand,” added Petcharat.
Be a McDonald’s family with the “McDonald’s Happy Club Card” – the earlier you join, the better value it is for only 199 baht. Get the special offer of buying a “Happy” cushion for only 249 baht, from the normal price of 499 baht. Applications are open from today onwards, and the privileges apply until January 31, 2015 at all McDonald’s restaurants nationwide.
Membership privileges of McDonald’s Happy Club Card:
• Free 100 baht McDonald’s gift voucher to buy food and beverages at McDonald’s
• 10 percent discount on food and beverages at McDonald’s (excluding fruit juice, bottled drinks, toys and gift vouchers)
• Free ice cream cone on buying any Value set on the 2nd and 4th Thursday of every month
• Join in many exciting McDonald’s activities (to be notified)
• Spend at McDonald’s, McCafé, BTS, BRT and leading participating stores in Rabbit. The card can be topped up at BTS and BRT.
• Double Points Carrot as a member of Carrot Reward
Privileges apply from starting membership until January 31, 2015.
McDonald's is the world's leading global foodservice retailer with more than 34,000 locations serving approximately 69 million customers in 118 countries each day. McDonald’s is one of the world's most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which we do business. Currently, there are 191 McDonald’s restaurants in Thailand with a range of convenience services at anytime, anywhere including Dine-in, Take-away, Drive Thru, Dessert Centers and McCafé - a specialty coffee shop as an in-line counter at McDonald’s which offers premium espresso coffee for customers at value prices. There is also the McDelivery 1711 service 24 hours. In response to today’s customer lifestyles, McDonald’s offers 24/7 and Wi-Fi service in modern contemporary, comfortable and relaxing atmosphere.
