McD's Report Card Ads Draw Fire
By Kenneth Hein
Adweek
December 5, 2007
NEW YORK
Susan Pagan was surprised by her 9-year-old daughter's
report card. It wasn't the fact that she made the honor
role. Rather it was the fact that she expected to get a
free Happy Meal because of her grades.
"She came home bubbly and happy about her report card,"
said Pagan. "On the cover was a McDonald's ad. I was
blown away."
As part of a joint business partnership with The School
Board of Seminole County, Fla., McDonald's offered
students food prizes for A's and B's, citizenship and
attendance. The offer was valid for kindergartners
through fifth graders.
Pagan viewed this ad as "preying on our children's
vulnerabilities especially inlight of the obesity
epidemic."
District spokesperson Regina Klaers said the
sponsorships had never been an issue before. It
previously had a partnership with Pizza Hut for 10
years. "As long as we've been doing it, it has never
come to a head like this...the letter from one parent
was the only complaint we've had."
Klaers said the district, which began the promotional
relationship with McDonald's this year, will continue to
run the McDonald's ads on report cards for the rest of
the year. However, it "will take the complaint into
consideration for the next school year."
In July, McDonald's was one of the 11 companies who
pledged to either ban advertising to children under 12
or limit them to food and snacks that meet certain
nutritional guidelines.
Additionally, last month 44 companies were required to
send the Federal Trade Commission detailed information
about their marketing practices.
"This is yet another example that self regulation by
food marketers has failed," said Susan Linn, director of
Campaign for a Commercial-Free Childhood. "I'm not
shocked that McDonald's tried to do this, I'm shocked
the school district went along with it."
The Seminole County district said it has created such
partnerships for years. Pizza Hut had been a partner for
a decade and opted not to participate for the 2007-08
school year. McDonald's took its place. Under the terms
of the deal, McDonald's fronted the bill ($1,600) for
the printing costs associated with produced report cards
for 27,000 students.
"McDonald's has a long-standing and rich heritage of
supporting education and academic excellence," said
William Whitman, a rep for McDonald's USA, Oak Brook,
Ill. "McDonald's does not advertise in schools. However,
we continue to support education initiatives in the
communities we serve."
Darrin Tristano evp of the food-service consultancy
Technomic, Chicago, said McDonald's efforts to aid
schools should be applauded. "Providing to funds for the
ability to promote themselves is a good thing for them.
They are supporting education and good academics."
He points to the fact the McDonald's has made strides in
what they offer. Happy Meals now offer apple slices,
milk and premium chicken. "I think this parent is in the
minority view. Most people are happy to get a free Happy
Meal for their kids because they go there anyway."
Not Pagan though. She said explaining to her daughter
that they weren't going to collect the free Happy Meal
"made me look like the bad guy."