Speaking at the announcement of the company's second quarter results last week, chief executive Jim Skinner said it was looking at the 'next generation' of the campaign. However, he said there would be a greater focus on food.
Skinner added that the UK market was improving, despite the media's continued focus on obesity. He claimed that McDonald's response, which included a website and activity intended to challenge misconceptions about working at the fast-food chain, had been successful.
He said the firm would continue to develop healthy products to drive sales, pointing to the launch of a pasta Happy Meal in Australia as evidence of its commitment to healthy eating.
However, the response to the introduction of healthier items to its UK menu has been disappointing (Marketing, 26 April).
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