“Bee Good to the Planet”
McDonald’s® Launches DreamWorks’ “Bee Movie™” Global Happy Meal™ Promotion Extends Environmental Partnership with Conservation International to Reach Children Worldwide
Oak Brook, Ill. – Celebrating the launch of McDonald’s “Bee Movie” Happy Meal promotion, McDonald’s, DreamWorks Animation SKG™ and Conservation International have joined together to encourage kids to have fun, learn, get outside and take action to “Bee Good to the Planet.”
Beginning October 26 at McDonald’s restaurants in North America and rolling out around the globe through the end of the year, McDonald’s “Bee Movie” Happy Meal program features exclusive characters from DreamWorks’ upcoming “Bee Movie” film from creator Jerry Seinfeld. McDonald’s continues the fun online to reinforce the movie’s environmental message with eco-friendly tips provided by its long time partner, Conservation International. Kids around the world are being invited to take the “Bee Good to the Planet” pledge at both happymeal.com and conservation.org and get active in protecting the environment. McDonald’s is making a difference in the field as well by directly supporting Conservation International projects in South Africa and Mexico that are working to protect important bee habitats.Following the success of the “Shrek the Third™” Happy Meal earlier this year, which represented the company’s biggest promotion of fruit, vegetables and milk, McDonald’s will continue to use characters from DreamWorks’ latest property, “Bee Movie,” to promote fruit, vegetables and milk in markets around the world.
“From encouraging balanced food choices and active lifestyles to inspiring environmental citizenship, McDonald’s is committed to playing a positive role in children’s well-being,” said Mary Dillon, global chief marketing officer, McDonald’s. “We know kids care about the environment, which is why we’re delighted to work with Conservation International and DreamWorks to inspire kids to get out into nature and get engaged in protecting the planet.”
Bee-Approved in North America
“The ‘Bee Movie’ promotion at McDonald’s delivers great quality food choices, fun toys and a meaningful way for kids and families to learn about and positively impact the environment,” said Neil Golden, Vicee President, U.S. Marketing, McDonald's.
McDonald’s and Conservation International Global Partnership
Under the expert guidance of Conservation International, McDonald’s has successfully developed a global sustainable supply chain vision and specific adjoining guidelines that have contributed to continuous improvement in environmental performance throughout the McDonald’s supply chain. Most recently, McDonald’s is supporting their efforts to preserve precious bee habitats in Mexico and South Africa.
“As our first corporate partner, McDonald’s has demonstrated ongoing environmental commitment and leadership by improving their own business practices, talking to their customers about the environment and supporting conservation efforts directly in the field,” said Peter Seligmann, chief executive officer and chairman, Conservation International. “We’re so pleased to extend our long-term relationship with McDonald’s in this important effort to protect vital bee habitats and inform children about the small things they can do to make a big difference for our planet.”
McDonald’s and DreamWorks
“DreamWorks and McDonald’s have clearly demonstrated our commitment to making a difference,” said Jeffrey Katzenberg, chief executive officer, DreamWorks Animation. “Our partnership is just one example of how entertainment properties can inspire and motivate kids and families to get involved in important topics like the environment and their own well-being.”
“Bee Movie” Around The Globe At McDonald’s
McDonald’s Online Kids’ Platform
The “Bee Movie” characters makes their debut on McDonald’s online kids community dedicated to kids well-being, physical activity and fun with a purpose. The site, which launched with “Shrek’s Treketh to Adventure” in May, is designed to stimulate imagination and activity through online games and energetic, offline activities and challenges. McDonald’s “Bee Movie” website invites children to make “eco-pledges” – online promises to improve the environment through real-world environmentally friendly activities. Kids are encouraged to get outside and explore nature and to discover how their small contributions can help impact the world around them. Digital downloads are also available including screensavers and IM buddy icons.
This “Bee Movie” kids digital community will be available in English on October 26 at www.happymeal.com and will roll out around the world in ten languages through mid-January, 2008 as the film is released.
“Bee Movie” Happy Meal Promotion TV Commercial
About The “Bee Movie”
About DreamWorks Animation SKG, Inc.
About Conservation International
© 2007 McDonald’s
Bee Movie is a registered trademark of DreamWorks Animation L.L.C.
Conservation International’s Center for Environmental Leadership in Business (CELB) provides a new forum for collaboration between the private sector and the environmental community. Created in partnership with Conservation International (CI) and the Ford Motor Company, CELB operates as a division of CI and is governed by a distinct executive board of leaders from the business and environmental communities-engaging the private sector worldwide in creating solutions to critical global environmental problems in which industry plays a defining role. For further information about CELB, please visit celb.org.