madcomments

We won’t give up on McDonald’s

Posted in Advertising, Mel Varley May 29th, 2007 by Melinda Varley

Last week McDonald’s was accused of breaching Ofcom’s junk food advertising rules in a television campaign for its famous Happy Meal. 

The ad promoted the Shrek 3 kiddie meals by advertising the healthy products consumers can choose from. 

The healthier snacks included carrot sticks promoted by Donkey, organic milk featuring Puss in Boots and fruit bags fronted by Princess Fiona.

However, the well known Happy Meal menu still features a hamburger or cheeseburger, fries, milkshake or soft drink and ice cream for dessert.

The multi-million pound TV campaign is due to break in June if it is found that it is not in breach of the new rules.

However, you have to forgive McDonald’s for trying to find a way around the heavily enforced rules. Ofcom, Cap and BCAP have not only forced advertisers to think outside the box when it comes to advertising their ‘unhealthy’ foods and drinks, but they have forced them to change their products.

While that’s all well and good and I’m all for battling obesity, but McDonald’s introduced salads five years ago and it absolutely bombed, slashing the ‘fast-food’ giant’s profits for the first time.

McDonald’s also copped flak for changing its image, ‘McDonald’s is fast food. Period.’ Is what most people said and most would never buy a salad because if you go to McDonald’s it’s for one of two reasons. One being you’re terribly hung over and are in need of a grease feed or you’re treating your kids to fast food in order to shut them up.