Uphill climb, but McDonald's healthy options win praise

Unveiled earlier this month in the US -- where the chain has faced legal action on obesity charges -- the initiative has been rolled out across Asia in recent weeks. The campaign features an expanded slogan, 'It's what I eat and what I do... I'm lovin' it'. The initiative also uses well-known Olympians and their mothers to promote the new health message, as well as other international athletes including Chinese basketball star Yao Ming, tennis champion Venus Williams and world-renowned ice hockey player Wayne Gretsky. "We serve close to 50 million people a day (globally), and those people trust us, they love us and are going to be pretty much happy to see that we have taken this practical approach,' said Giorgio Minardi, vice-president and chief marketing officer for McDonald's Greater China. Industry experts applauded the campaign. "Rather than being something that really could have been a one-off promotional or menu exercise, now it has been bolted into the main proposition of McDonald's, which I think is a pretty bold and exciting move," said David Ketchum, CEO of Upstream Asia. The three-tiered approach focuses specifically on menu choice and variety, education outreach and nutrition information, and promoting physical fitness. The Brand Company's partner Peter Wilken commended the move, but he added there is a long way to go. "I've consulted to McDonald's in the past and they were a wonderful group of people to do business with. That gives me the faith to believe it's a genuine move. But they must acknowledge there is a huge credibility barrier to hurdle with the general public in the rest of the world," said Wilken. But Minardi is confident it will be successful. "This is not gong to happen overnight. This is going to take years to build, but I think in the long run we will be rewarded."