McDonald's, a company reviled as of late for its use of unhealthy ingredients, has decided to change course. Kind of.

In its latest marketing ploy to prove it is more than a chemical mill masquerading as a restaurant, McDonald's has launched a new Happy Meal toy: a pedometer.

The month-long "step-it" toy promotion is intended to encourage children to exercise. McDonald's Canada Senior Marketing Manager, Michelle McIlmoyle, discussed the new temporary addition. "Physical activity is important to everyone of all ages. We very much support children's well-being," she said in a press release, as reported by Digital Trends.

"Step-it is in line with McDonald's general philosophy for Happy Meal toys, which is to make toys that encourage either physical or imagination-based play," she added.

The new wristband fitness tracker is the company's latest effort to clean up its image.

"McDonald's is a fast food brand and they're sort of seen as the pinnacle of fast food, and because of that they're really associated with unhealthy food," Russ Martin, senior writer with Marketing Mag, told CityNews. "The company has been doing a lot to change that perception, it's certainly an uphill battle."