Patrick Says

From CNN Money:

LOS ANGELES (Reuters) — McDonald’s Corp. is putting the somewhat-stocky green star of “Shrek” movies on a diet in a new campaign that features the restaurant chain’s apple slices and salads rather than its burgers and fries.

On Tuesday, McDonald’s (Charts, Fortune 500) and DreamWorks Animation SKG Inc (Charts). , the studio behind the upcoming “Shrek the Third” movie, unveiled a promotion in which Shrek, Donkey and other characters from the animated film will be used to sell Happy Meals and other McDonald’s food.

But unlike previous movie tie-ins, McDonald’s will use Shrek to feature its salads, milk, apple slices and other products introduced in the last three years as the No. 1 restaurant company faced mounting criticism its food was not only unhealthy but also contributing to the increase in overweight kids in the United States.

While most of the featured products have been on McDonald’s menu for more than a year, Chief Marketing Officer Mary Dillon said the company still had “opportunities to drive awareness both with parents and kids about these offerings.”

McDonald’s will also use Shrek to promote physical activity through games on its Web sites that require both online and offline play, Dillon said.

The company would not disclose how many Happy Meals it sells with apple slices versus those with french fries.

The decision to limit the Shrek characters to healthier products was taken by both corporations, DreamWorks spokesman Bob Feldman said, adding the aim was to take the campaign “to the next level of socially responsible marketing.”

As part of that plan, Shrek also appears in a series of public service announcements by the U.S. Department of Health & Human Services that encourage kids to be physically active.

But recently, HHS has come under fire from The Campaign for a Commercial-Free Childhood, which opposes marketing to children, for using Shrek at the same time he is to appear on products such as Happy Meals, M&M’s chocolates and Kellogg Co. (Charts, Fortune 500) cereals, such as Froot Loops and Frosted Flakes.

McDonald’s Shrek promotion begins May 11 in the United States and will last about four weeks. “Shrek the Third” opens in the United States May 18.

In other news, this kid:

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