Recently McDonald’s launched a Free Fruit Friday’s campaign in a bid to revitalise their brand. This sees the fast-food chain handing out free fruit bags every Friday to those who purchase a Happy Meal.
Last week’s (7th March 2014) bag was full of apples and grapes aiming to give out the equivalent of more than 3.5 million apples and 23 million grapes free of charge to Happy Meal customers. The initiative was sparked following research that only one in every ten children are consuming their recommended five portions of fruit and vegetables a day.
This is the latest instalment of what has been a key trend within the fast-food and home delivery market over the last five years. Brands like McDonald’s are launching healthier options on their menus to not only appeal to a wider consumer base, but also to boost their health credentials. The fast-food industry is constantly facing substantial criticism from many external factors for its influence in the UK’s growing obesity rates, and brands are working tirelessly to overcome this negative perception by introducing healthier ranges. This is yet another step in the right direction from McDonald’s as they try to reshape the negative image surrounding their brand. However it’s difficult to tell whether fast-food brands like McDonald’s will ever fully shake off their bad reputation.