McDonald's seeks counsel from celebrity mums

by Nicola Clark Marketing 16-May-06, 08:30

LONDON - In its latest attempt to stave off criticism, McDonald's is launching a Global Moms Panel to advise it on communication and lifestyle initiatives.

The panel, comprising nine housewives and celebrity mums from the UK, the US, Argentina, China, Germany and Italy, including German Olympic skier Christa Kinshofer and US speed skater Bonnie Blair, will serve a one-year term. A UK representative has yet to be finalised.

McDonald's says the panel is part of its "ongoing commitment to connect more closely with customers". It will consult the panel on topics of importance to parents including concerns over the nutritional value of its food.

Mary Dillon, McDonald's chief marketing officer, says the initiative "recognises the important role mums play in the well-being of their families".

The move follows Walt Disney ending a 10-year cross-promotional deal with McDonald's, which came under fire for its use of cartoon characters and free toys to promote unhealthy food.

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