McDonald’s Canada invites Quebec parents to awaken their inner storyteller | Cossette

McDonald’s Canada invites Quebec parents to awaken their inner storyteller



From now on, McDonald’s Canada will offer families the choice of a book or toy with each Happy Meal. In partnership with Kids Can Press, the largest Canadian-owned children’s publisher, this new Happy Meal book program aims to cultivate the love of reading in kids throughout the country and encourage families to read stories together.

“In our opinion, books are essential to building a better future. They can inspire children to learn, create and better understand the world around them,” said Antoinette Benoit, Senior Vice-President of Marketing at McDonald’s Canada.

To highlight this initiative, Cossette created a campaign for the Quebec market inviting parents to develop their inner storyteller and pass on the love of reading to their kids. Thus, a series of workshop videos (Animal Gymnastics and Mammal Linguistics, for example) featuring Quebec actor Jacques L’Heureux will appear on television and social media until June 12.

“Jacques L’Heureux captured the imagination of parents today—for many he is the ultimate storyteller! To watch him do one impression after the other brought us right back to our childhoods,” said Antoine Bécotte, Chief Creative Officer at Cossette. “He was exactly the right person to inspire parents and teach them to develop their inner storyteller.”


Advertiser: McDonald’s Canada
Agency: Cossette
Media: OMD
Public relations: Weber Shandwick

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For more information:
Roxanne Chaudier