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McDonald's promotes 20th anniversary of McFlurry
McDonald's Canada has begun a campaign promoting the 20th anniversary of its McFlurry dessert item. The promotion began on June 14 with an event in Bathurst, NB, where the McFlurry was first served. During the event, the town's population of 12,000 was invited to receive a free McFlurry at the local McDonald's franchise where it was invented. At the event, the mayor of the town announced that Bathurst city signs will be modified to include the text, "Home of the McFlurry," and a local street will be renamed McFlurry Lane.
The event was the first stop in a touring promotion called the "McFlurry Truck Adventure." Until Aug. 1, a branded vehicle will visit various events nationally to distribute samples of the product. Other elements of the campaign include a social media contest which consumers can enter by submitting a photographic self-portrait of themselves with a McFlurry. The grand prize winner will receive a trip to their choice of Italy, Japan or Argentina. A supporting website has been constructed at <http://www.mcflurry.ca>.
The launch event was developed by Weber Shandwick, which is also conducting public relations for the campaign. The tour is being managed by Prime. Digital activities are being handled by Tribal Worldwide.