McDonald's rewards top pupils with Happy Meals

by Nikki Sandison, Brand Republic 06-Dec-07, 09:20

NEW YORK - McDonald's is causing controversy by advertising on school report cards, offering Happy Meals to pupils who achieve A and B grades, as part of a joint business partnership with the Seminole County School Board in Florida.

Children in Seminole County can receive a Happy Meal for achievements including A and B grades in academic subjects, citizenship and good attendance records.

The programme replaces a previous 10-year sponsorship with local Pizza Hut restaurants.

Pupils receive their report cards in a jacket, which features a cartoon of Ronald McDonald and photographs of Happy Meal items such as chicken nuggets. Pupils have to take them home to be signed by their parents to let the teachers know that they have been read.

Susan Pagan, the mother of a nine-year old on the report card incentive programme, said: "She came home bubbly and happy about her report card. On the cover was a McDonald's ad. I was blown away."

She said that the ad was: "Preying on our children's vulnerabilities especially in light of the obesity epidemic".

Susan Linn, director of Campaign for Commercial-Free Childhood, said: "This is yet another example that self regulation by food marketers has failed. I'm not shocked that McDonald's tried to do this; I'm shocked the school district went along with it."

Regina Klaers, school district spokesperson, said the sponsorships had never been an issue before, including its previous partnership with Pizza Hut.

Comments

Matthew Kelly - 06/12/2007

No such thing as bad publicity. You've got to love it! This can only happen in America. No wonder why they are country full of obese people. http://www.mattkelly.typepad.com

Greg Smith - 06/12/2007

What a fantastic idea.

George - 06/12/2007

Parents need to look after their kids and not blame others. McDonald's did a brilliant marketing job with that!

David Catolfi Salvoni - 06/12/2007

Yes, but when does CSR come in to play! I can't believe companies like MCDonald's if they can get away with it they will! Aren't these people parents themselves?

Peter Petrelli - 06/12/2007

so it was ook when pizza hut did it? all that cheese, dough and grease. i think its good, good motivation if thats what the kids want. the parents should be doing their utmost to teach them the way of healthy eating. McDonalds isnt going to stop doing promotions like this are they!

Mike Blunt - 06/12/2007

Research suggests that a poor diet affects academic performance. So this would mean that the top pupils get dumber as a result of getting good grades, and as the cycle continues the whole thing evens itself out into one big glorious McHole that a fat kid would struggle to pull himself out of.

Darren Davidson - 07/12/2007

The odd cheeseburger won't make anyone fat or dumb. Anyone concernced by the sponsorship should be asking why does a school need to enter into a sponsorship partnership with a company to generate funds. It's not McDonald's responsibility to fund education but they will if the goverment passes responsibility to multinationals.