McDonald’s ends promoting itself in Florida school report cards
Posted by: in Marketing and AdvertisingFiled under: Consumer experience, Marketing and advertising, McDonald’s (MCD)
McDonalds Corp. (NYSE: MCD) won’t be promoting its food products along with elementary school report cards, according to the company. In a move that many considered appalling, the world’s largest fast food chain was marketing its Happy Meal food bundle products to kids who reached good grades in school — but just in an area of Florida as opposed to nationwide.
This was only happening in Seminole, Florida. McDonalds restaurants thought it would make sense to reward children with cheeseburgers and french fries for those As and good attendance records. But, after some public backlash, executives at McDonalds USA have decided to end the program completely.
As American kids remain fatter than ever, I’m not sure what to make of McDonalds restaurant owners who want to reward children with fast food. In one way, it’s business as usual for the burger chain. In another, it’s a slap in the face to critics of the obesity epidemic. McDonalds USA communications exec William Whitman explained the promo cancellation by indicating that the burger chain “believes the focus should be on the importance of a good education.” Well said, William.
The company will also pay to reprint the report card jackets containing the promotional offer instead of relying on the Seminole school district. Commercial-Free Childhood director Susan Linn said “In the absence of needed government regulation to protect schoolchildren from predatory companies like McDonald’s, the burden is on parents to be vigilant about exploitative marketing aimed at children.”
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