THE MARKETING STORE, Chicago / MCDONALD'S / 2004
McDonald's Go Active! Happy Meal: The Go Active! Happy Meal test programme tackled the perception of McDonald's as a purveyor of unhealthy food with little relevance to women by offering a healthy meal and a realistic exercise programme. The Go Active! website spoke to this audience as individual women, not just mothers, and provided them with downloadable tools to incorporate fitness walking into their daily lives. Even when leaving the site, a pop-up Step-o-meter underscores the ease of embracing a healthy and active lifestyle by displaying how many steps a visitor could have taken during their visit.