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This week in the UAE HRH Charles may have bitten off more than he could chew when making off-cuff remarks about McDonalds and its effects on diabetes. Some cynics have wondered if there was some kind of subtle ulterior motive behind his outburst - perhaps to do with pushing the organic produce from the farm on his own Highgrove Estate, that doesn’t use artificial pesticides or fertilizers.

From a Brand Forensics point of view, such a comment seems to have backfired. There has been much debate recently surrounding advertising fast food to children, so it is little wonder that the press seized on the statement, pointing out that a McDonald’s ‘Big Mac’ contains fewer calories, fats and salt than some products from the Prince’s own organic Duchy Originals food range.

HRH’s Cornish pasty - a dish with a heritage that probably can be considered as the original British fast-food, contains 264 calories per 100g compared to the burger’s 229 calories, and 5.5g of saturated fat as opposed to the Big Mac’s 4.14g. By being loose-lipped, rather than promoting his brand as being nutritionally responsible, he may have uncovered more gristle than meets the eye. A Clarence House spokesman declined to be drawn into the heavyweight bout between the Big Mac versus the Duchy Originals Cornish pasties brand saying. “It is up to consumers to decide whether to buy them.”

In a classic case of brand one-upmanship, McDonalds retaliated explaining that the company was “disappointed” at the Prince’s remarks, pointing out that several members of his family have been regular customers over the years. (Prince Harry was recently caught by the paparazzi tucking into a burger and some chicken nuggets after a polo match).

McDonalds is currently bending over backwards to change brand perceptions from being a fast food joint, to being regarding a nutritional food convenience outlet, promoting active lifestyles, with foods to match every need (including offering deli-style sandwiches and salads as well as offering Mac Cafes within key outlets).

The Prince’s comments come in the same week that the country which gave the world the Oscars, boosting ‘brand Britain’ to new heights, are indirectly also the people being scorned for their beef. (Imagine if he would have made a similar comment about British poultry).

The UAE has the second highest prevalence of diabetes in the world. Any promotion of healthy eating and well being, including tackling the scourge of diabetes is well within the remit of a Royal. However, when a Royal targets a particular commercial brand, things can get as messy as runny ketchup. One thing for sure - as far as Charles and fast food is concerned, he is no Burger King.

www.brandforensics.co.uk