Schools, Parents Blind to McDonald’s Marketing Machine
Posted by: Lisa in Marketing to KidsAt my daughter’s school, Ronald McDonald has shown up in person to talk about fitness. In Florida, students’ report cards recently went home in envelopes promising free Happy Meals to students with good grades, attendance or behavior.
I can’t say that I’ve never rewarded my child with an unhealthy treat, but do we really want to allow McDonald’s the ability to tie good grades to a 700+ calorie Happy Meal?
In July, McDonald’s pledged to stop advertising its high-fat foods to kids under 12. Yet, the fast-food giant’s marketing machine is busy thinking out of the box to keep schools as a conduit to kids and their parents. Why? It’s a no-brainer. Under the terms of the Florida schools report card sponsorship, McDonald’s pays just $1600 to reach 27,000 students and their households several times a year. What a deal!
The question is … Why are schools and parents letting it happen?
Do parents (and school administrators) feel that McDonald’s has something positive to offer their children? Or is it simply that busy parents get outmaneuvered by the marketing juggernaut that uses playgrounds, toys with movie tie-ins, and sugar-soaked french fries?
Come on, parents … Let’s take back our schools!
Tags: advertising, children, Marketing to Kids, mcdonald's, report cards, schools
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