Consumers ordering Happy Meals in and around Sacramento, CA, are being asked “Got milk?” as a part of an alliance with the California Milk Processor Board.
During the three-month trial period at 153 McD’s in 17 Sacramento communities, the “Got milk?” trademark will be featured on trayliners, P-O-P displays and menu boards via Dallas-based Moroch-Leo Burnett.
If the program — running April through June — proves successful it may expand statewide or even nationally. Outdoor ads via Clear Channel Outdoor, Phoenix, AZ, and print and radio spots via Goodby, Silverstein & Partners, San Francisco, broke yesterday. Employees will wear “Got milk?” buttons.
The alliance between the California Milk Processors Board and McD was arranged by Intercom Communications, a group of radio stations in Sacramento.
“It’s one of those promotions that make sense,” said Jeff Manning, executive director of the California Milk Processor Board. “McDonald’s clearly needs to promote healthy food on the menu and we need to break into the restaurant category.”
Although Oak Brook, IL-based McD has always served milk, this is the first time it has promoted it.
“This is a great way to remind people that there are alternatives on our menu,” Joe Bitson, an owner and operator of a McDonald’s in Roseville, CA, said yesterday. “We’ve had positive feedback so far with people even telling us they didn’t realize we sold milk.”
Meanwhile, McD recently struck a deal with Newman’s Own all-natural salad dressings and is serving the brand with all Premium Salads nationwide.
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