Announcing the company's first-quarter results today, Jim Cantalupo, chairman and chief executive of McDonald's, said: "We have challenged our lead advertising agencies to reinvigorate our marketing and strengthen our traditional appeal with a special focus on young people and women."
In the US, McDonald's retains DDB Chicago and Leo Burnett Chicago as its lead advertising agencies. In the UK, all advertising is created by Leo Burnett London.
The move to target children will not make healthy eating campaigners happy, with pressure groups in many countries starting to lobby governments for bans on advertising fast food to young people.
McDonald's has already been subject to one lawsuit filed on behalf of four overweight US teenagers, although this has since been thrown out of court.
The company, headquartered in Oak Brook, Illinois, last month outlined a plan to turn around sales, and cut back on new restaurant openings.
As part of its effort to be seen as a healthy option, it has already introduced Premium Salads in the US. In the UK, it has unveiled organic milk and fruit as Happy Meal options, and toasted cheese and tomato sandwiches, raisins and orange juice in Australia.
Today, it said that sales for the first quarter of the year rose by 5% to $10.2bn (£6.4bn).
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