Fast food giant McDonalds has announced what it called “a major company initiative centred on a multi-faceted education campaign to help consumers better understand the keys to living balanced, active lives.”

“One of the best things we can do is communicate the importance of energy balance in an engaging and simple way,” said CEO Jim Skinner. “We are listening to our customers and committed to taking leadership action where we can make a difference.”

A new advertising approach will be based on the expression “it’s what I eat and what I do…I’m lovin’ it.” This approach builds on “I’m lovin’ it,” McDonald’s first-ever global marketing campaign which debuted in September 2003.

The new campaign will feature Olympic tennis champions Venus and Serena Williams and snowboarding hopeful Crispin Lipscomb, along with “balanced, active lifestyles advocate Ronald McDonald,” the company said.

“McDonald’s intent is to evolve the content of its communications to children to have a greater focus on balanced, active lifestyles messages,” the company said. “McDonald’s is committing significant global resources to educate kids and families about energy balance as part of its commitment to address consumers’ lifestyles needs.

New packaging that includes well being tips will appear in major markets throughout the world. “Our entire worldwide system looks forward to bringing this balanced, active lifestyles commitment and education campaign to our customers,” said Mike Roberts, McDonald’s president and CEO. “Working across the globe to be a part of the solution to our customers’ lifestyles needs continues to be a top priority for McDonald’s.”