July 2nd, 2008
McStupid
by Stacey
Burger King is launching a new kids meal that the company plans to market to parents who are concerned about the health effects of fast food. According to this AP story in the LA Times, the meal consists of a 4-ounce serving of Kraft macaroni and cheese, low-fat milk, and fresh apple fries, which are uncooked apple slices that are shaped like French fries and served with a low-fat caramel dipping sauce. The cost: $3.49.
“A large part of our customer base is parents with children,” said Russ Klein, president of global strategy, marketing and innovation. “As a parent, the challenge is always trying to get the kinds of things you want to but have some dimension of fun.” Klein declined to specify how much Burger King will spend on promoting the new meal, including TV ads set to start July 7, saying only that the company will spend millions “supporting this vehicle,” the article says.
Hate to burst your bubble, but mac-n-cheese, milk, and apple slices are hardly going to get my kids hootin’ and hollerin’ for joy. They eat that stuff plenty right here at home.
Convincing parents to correlate healthy eating with the home of the Whopper may not be so easy, the article says. Burger King has been criticized for not switching to trans-fat-free oil as fast as some of its rivals, although it has committed to making the switch in all of its restaurants by the end of the year. And speaking of rivals…
Burger King isn’t the first fast-food restaurant to try to persuade moms to listen to the pleas in the back seat for fast food. McDonald’s Corp. launched a public relations campaign last year that targeted mothers in a bid to neutralize criticism that the company’s food was a contributor to childhood obesity. McDonald’s approach included adding healthier items to its menu meant to entice both kids and parents, including Apple Dippers — slices of apple similar to the Burger King version. McDonald’s also started a “mom’s quality correspondence” campaign in which six mothers got a behind-the-scenes look at how the chain operates. The moms write about their experience on the company’s website.
I wrote about that McDonald’s scheme to get real moms to write about the behind the scenes world of thems that brought us creepy Ronald McDonald. But I never went back to see what the ladies had to say. Until now.
Oh. my. god. Either McGiant is brainwashing real live moms in which case, someone better stop them! Or, and this is my suspicion, they’ve got PR people helping with “messaging.” This is from Monica:
When it comes to quality, McDonald’s is relentless. Quality and freshness are constantly checked - from the farm, to the processing plant, to the supplier, to the restaurant, to the final person who performs a quality assurance evaluation, to the “crew person” who hands the order to the customer. I am now certain that whenever I go to a McDonald’s restaurant, I will be getting a quality product. I’m confident that I am getting a product that is safe to eat because of all of the food safety standards that are in place.
Oh please. Monica is just one of a gaggle of women who are pictured on the web site, mcdonaldsmom.com. The moms take McD-sponsored trips and write about their experiences. According to the site, in the next field trip, “The Moms are going to take a tour through a McDonald’s Chicken supplier facility to see where McDonald’s gets the chicken for the Chicken McNuggets they feed their children and the new Southern Style Chicken.”
AGH!!! Someone stop them!
This is the stupidest form of marketing I’ve ever seen. Is anyone believing this crap? Seriously.
Okay I’m done ranting. My kids have never been to either one of these chains and I’ll keep it that way for as long as a I can. My son has noticed the gigantic slide and ball pit that the McDonald’s near our house has kindly placed next to the window for all the kids driving by to see. I explained to him that the slide would be fun, but the food is bad for you so we won’t go there. He was agreeable. That’s because he hasn’t tasted the fries yet. No, not the apple ones. You know what I mean.
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