My daughter’s elementary school had an assembly for a special guest this week. Ronald McDonald showed up for a 45-minute presentation on healthy eating and exercise. Obviously, the schools have a mandate to teach health and fitness to the growing population of overweight kids. At my daughter’s school they have cleaned up the school menu and added Fitness Fridays, but for some reason they open the doors to McDonald’s.
Ronald McDonald is supposedly the most recognized icon by children next to Santa Claus. To test this theory, here are the results of a totally unscientific poll given to the 4-year-old population in my house.
Q: Who is this? (point to picture of Ronald McDonald)
A: The McDonald’s Man
Q: What does he make you think of?
A: Food
Q: What kind of food?
A: McDonald’s food
Q: Does he make you think of exercise
A: No, (giggle)
This was the first year Ronald has made an appearance at my daughter’s elementary school. Regardless of the sincerity of the message, I don’t think McDonald’s new health-coated messages are strong enough to overcome the branding that helped “Super Size” our kids.
The company maintains a website for the Ronald character that says in the top right hand corner, “Hey Kids, This is Advertising!” According to my daughter, there was no such disclaimer made at her assembly.
My skeptical fifth grader said, “They could have sent anyone to talk about healthy food. They sent Ronald McDonald. It’s a hidden advertisement.”
Wow! I’m so proud! Guess it’s time to put in a call to the school board and ask, “Are You Smarter Than a 5th Grader?”
Tags: children, marketing, mcdonald's, schools
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