– Campaign distributed eight million books, making Arcos Dorados the
largest children’s book distributor in Latin America during 2015 –
MONTEVIDEO, Uruguay–(BUSINESS WIRE)–Arcos Dorados, the world’s largest McDonald’s franchisee operating in 20
countries in Latin America and the Caribbean, is pleased to announce
that it has received the Latin American Excellence Award for its
campaign, Happy Meal Books, which encourages reading among children. As
part of the campaign, Arcos Dorados distributed approximately eight
million books alongside Happy Meal orders, with an additional three
million books downloaded electronically, making the Company the largest
children’s book distributor in Latin America last year. The award was
granted by the European publication, Communication Director, and
recognizes excellence in communications.
In 2014, Arcos Dorados joined the McDonald’s global initiative, Happy
Meal Books, which is designed to promote educational development and
inspire children and families to discover the joy of reading.
“We are thrilled that our ambitious plan to promote reading among
millions of Latin American children has been such a success. We believe
in the transformative power of books and their ability to enrich the
lives of children, as well as their families. Families are at the heart
of our business, and so we are pleased to combine the fun of the Happy
Meal with more family reading time,” said Daniel Schleiniger, Senior
Director of Communications and Investor Relations at Arcos Dorados.
The winning campaign, which included print, TV and radio communications,
achieved extensive press coverage and a positive reaction on the
Company’s social networks. As part of the initiative, Arcos Dorados
strengthened its strategic partnerships with government agencies and
non-governmental organizations in various countries so as to expand the
reach of the program, particularly among low-income areas.
The prize also recognized communications agencies Porter Novelli and
Tribal Worldwide, which developed the campaign jointly with Arcos
Dorados’ local teams and agencies in each market.
The Excellence Awards are granted by the European publication,
Communication Director, which honors the achievements of companies and
agencies in the field of corporate communications. This year’s awards
include a Latin American edition for the first time, covering five
participating continents. Arcos Dorados is the first winner in its
category and was selected by a prestigious jury of 30 specialists who
highlighted the project as one of the most successful in Public
Relations and Communications in the Corporate Social Responsibility
category. The symposium and award-presentation ceremony and dinner will
be held on April 14, 2016, in Rio de Janeiro, Brazil.
About Arcos Dorados
Arcos Dorados is the world’s largest McDonald’s franchisee in terms of
systemwide sales and number of restaurants, operating the largest quick
service restaurant (“QSR”) chain in Latin America and the Caribbean. It
has the exclusive right to own, operate and grant franchises of
McDonald’s restaurants in 20 Latin American and Caribbean countries and
territories, including Argentina, Aruba, Brazil, Chile, Colombia, Costa
Rica, Curaçao, Ecuador, French Guyana, Guadeloupe, Martinique, Mexico,
Panama, Peru, Puerto Rico, St. Croix, St. Thomas, Trinidad & Tobago,
Uruguay and Venezuela. The Company operates or franchises over 2,100
McDonald’s-branded restaurants with over 90,000 employees and is
recognized as one of the best companies to work for in Latin America.
Arcos Dorados is traded on the New York Stock Exchange (NYSE: ARCO). To
learn more about the Company, please visit the Investors section of our
Katja Buhrer, +1 212-661-7004