Ronald McDonald® has an important message for kids and moms — drink more milk. The famous McDonald’s(TM) icon is donning a milk mustache to show moms how important it is to be a milk-drinking role model for kids, and to show kids just how fun drinking milk is. Ronald is the latest celebrity to join the “got milk?”®/Milk Mustache campaign.

Two ads were created, one targeted to moms and one targeted to kids. Both feature Ronald and two adorable young friends sporting milk mustaches. The moms’ ad will debut in October issues of Family Fun, Parenting and Better Homes and Gardens. The kids’ ad can be seen in the October issue of Sports Illustrated for Kids magazine. Also, a Spanish language ad will appear in the October issue of People en Espanol magazine.

Kids’ Calcium Needs

Today, an alarming 70 percent of girls ages 6-11 years old and 60 percent of boys ages 6-11 years old fail to meet current calcium recommendations. One easy way for kids to get the much needed calcium during this crucial bone growth phase is by drinking milk. Milk’s complete nutrient package includes good for you vitamins and minerals, like calcium, protein and vitamin D, to help keep children’s bodies healthy and their bones strong. There are few beverages that provide the same nutritional benefits as milk.

According to the National Academy of Sciences, children 4-8 years old need at least 800 mg of calcium daily, which can be met by drinking at least three 8-ounce glasses of milk a day. Children 9-18 years old need at least 1,300 mg of calcium daily or the equivalent of at least four 8-ounce glasses of milk a day.

“Many kids suffer from calcium deficiency because they simply do not drink enough milk. Doctors recommend drinking milk as one of the easiest ways to get the essential nutrients, like calcium and vitamin D, their bones and bodies need,” says Gregory D. Miller, Ph.D., F.A.C.N., Senior Vice President of Nutrition and Scientific Affairs for the National Dairy Council (NDC). “Ronald McDonald shows moms and kids that drinking milk is important and fun and we hope this will encourage kids to drink more milk and benefit from the nutrition it provides.”

Ronald — A Family Favorite

Since 1963, Ronald McDonald has been a favorite character and symbol of fun for kids and adults. Universally recognized and beloved by all, Ronald enjoys helping kids by talking with them about ecology, problem solving, self- esteem, fitness, character building and now drinking milk.

“I’m excited to have the opportunity to pose for a milk mustache ad and get to talk to kids and moms about the importance of drinking milk. I just love milk because it makes me grow from head to toe,” says Ronald McDonald.

Even Ronald’s friends are clued into calcium … Birdie, Hamburglar and the Fry Guys all love milk and Grimace can’t live without milk shakes!

“Caring for kids has always been Ronald’s number one goal,” says RJ Milano, Senior Vice President of McDonald’s Marketing USA. “This milk mustache ad is just one of many ways he continues to show his love for kids and ”kids at heart.”

The National “got milk?”® Milk Mustache Campaign is jointly funded by America’s milk processors and dairy farmers: the National Fluid Milk Processor Promotion Board in Washington, D.C., and Dairy Management Inc., Rosemont, Illinois. The goal of the multi-faceted campaign is to educate consumers on the benefits of milk and to raise milk consumption. A series of educational brochures is available by visiting the milk Web site at . Bozell New York is the creative agency for The National “got milk?”® Milk Mustache Campaign.

The tagline “got milk?”® was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.

McDonald’s is the world’s leading foodservice retailer, with more than 28,000 restaurants serving 45 million customers each day in 121 countries.