McDonald’s offers US children free fast food for good schoolwork
Amanda Andrews
London Times
December 7, 2007
School reports are doubling as a marketing pitch for
McDonald’s restaurants in America.
The burger chain is paying the $1,600 (£790) cost of
printing report-card jackets for elementary schools in
Seminole County, central Florida, in exchange for a
Happy Meal coupon on the cover that features an image of
Ronald McDonald.
The promotion offers fast food as a reward to children
who achieve good grades. Children with As and Bs, who
have two or fewer absences or exhibit good behaviour
will be entitled to a free Happy Meal at their local
McDonald’s, as long as they present their report cards.
For years McDonald’s has been dogged by controversy
surrounding its contribution to the obesity epidemic in
the United States, despite regularly insisting that it
has now shed that image with its offering of salads and
apple slices.
Despite McDonald’s insisting that the pitch is supported
by the school board of Seminole County and widely backed
by the local community, a complaint by one mother has
prompted the Boston-based child advocacy group, Campaign
for a Commercial-Free Childhood, to demand that
McDonald’s immediately stop the report card pitch in the
district. However, insiders said that McDonald’s was
“standing by the promotion”.
The fast-food chain maintained yesterday that its
motives were entirely honourable, highlighting that
children will have the option to buy healthy food as
well as burgers and fries.
William Whitman, a spokesman for the company, insisted
that the move was not advertising, just a means of
supporting the community.
“McDonald’s does not advertise in schools,” he said.
“However, we continue to support education initiatives
in the communities we serve.
“McDonald’s has a long-standing and rich heritage of
supporting education and academic excellence.
“This is a local programme in Seminole County, Florida,
that promotes academic excellence and rewards academic
achievement.”
The company said it is interested in good nutrition and
encourages children to make good eating choices.
The report cards will go home every few weeks with about
27,000 children in Seminole County.