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McDonald's Renews Its Children's Reading Initiative

McDonald’s is renewing its reading initiative after smashing targets it set in the initial campaign launched in 2013. The new scheme will see 14 million more books featuring extracts from Roald Dahl’s most popular stories distributed to children in a partnership between McDonald’s, National Literacy Trust, Penguin Random House Children’s UK and the Roald Dahl Literary Estate.The original project aimed to hand out 15 million books across the UK but actually delivered nearly 23 million.

Read the whole story at Marketing Week »

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