During his very first television commercial in 1963, Ronald McDonald (portrayed by television announcer Willard Scott) told viewers, "Here I am kids. Hey, isn’t watching TV fun? Especially when you got delicious McDonald’s hamburgers. I know we’re going to be friends too cause I like to do everything boys and girls like to do. Especially when it comes to eating those delicious McDonald’s hamburgers." And then he laughed sinisterly while jabbing a comically huge insulin syringe into a fat boy's forearm! Kidding, he actually began a long, illustrious career in increasing brand awareness—a career that some critics want to bring to an end.
Yesterday a small handful of protesters gathered outside the McDonald's in Times Square to demand Ronald's immediate retirement from leading children down the fast food fatty fast track. The demonstration coincided with a report [pdf] by Corporate Accountability International called "Clowning With Kids" which analyzes how Ronald McDonald and other children's marketing efforts are at the heart of current obesity trends.
"This clown is no friend to our children or their health," said Senior Organizer Deborah Lapidus of Corporate Accountability International in a statement. "No icon has ever been more effective in hooking kids on a harmful product. Kids have become more obese and less healthy on his watch. He’s a deep-fried Joe Camel for the 21st Century. He deserves a break, and so do our kids."
According to the report, McDonald's spends more than a billion dollars each year on marketing in the U.S. alone—more than any other fast food chain, Coca-Cola, and leading junk food manufacturers like Kellogg’s and General Mills. Much of that budget is devoted to advertising directly to children, who love their Happy Meals and that creepy, pasty clown. It's unclear exactly how much they spend marketing to adults, but when it comes to some McDonald's products, like, oh, say, the delicious, low fat SHAMROCK SHAKES, the publicity takes care of itself!
UPDATE: McDonald's has issued this statement: "Ronald McDonald is a beloved brand ambassador for McDonald's. He is the heart and soul of Ronald McDonald House Charities, which lends a helping hand to families in their time of need, particularly when families need to be near their critically-ill children in hospitals. In fact, 4 million children are helped every year around the world through the Ronald McDonald House Charities.
"Ronald also helps deliver messages to families on many important subjects such as safety, literacy, and the importance of physical activity and making balanced food choices. That's what Ronald McDonald is all about, which our customers know and appreciate."
