Academic McMotivation

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ad jacketResponding to criticism about it’s report-card promo in Florida’s Seminole County, fast-food giant McDonalds insists that it’s motives are entirely honourable. As opposed to a crass marketing campaign?

The campaign consists of a Happy Meal coupon, a cartoon of the chain’s Ronald McDonald brand mascot, the golden arches logo, and photos of Happy Meal menu items – all printed on the cover of a report-card jacket at the corporation’s expense ($1,600 for the 2007-2008 school year). Children who present their report cards to the local restaurant are entitled to receive a free Happy Meal, provided that they’ve scored As and Bs, have exhibited good behaviour or have had two or fewer absences.

Company spokesman William Whitman is reported to have said that the local program “promotes academic excellence … McDonald’s does not advertise in schools.”

Links:
2007/12/06 – BusinessWeek: Brand defiance at McDonald’s…
2007/12/06 – RegularMom: We are a nation in decline
2007/12/07 – HouseOfTheBizarre: McDonald’s ads hit new low
2007/12/07 – TimesOnline: McDonald’s offers US children free fast food…
2007/12/07 – ChicagoTrib: Food-for-grades prize criticized
2007/12/07 – MSNBC: Burger chain gets poor mark for school deal
2007/12/09 – TCV: Fast Food Nightmare

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