McDonald's takes a hard line on mascot bullying!

"Ronald McDonald is an ambassador to McDonald's and he is an ambassador for good. Ronald McDonald is going nowhere."

                             - McDonald's CEO, Jim Skinner

I've blogged about this before (see March 29, 2010 post), but given recent events, I couldn't pass up the opportunity to defend my pal Ronald McDonald once more.

Yet again, obesity watchdog groups have targeted the beloved fast food icon, because they mistakenly believe that a clown is to blame for our country's childhood obesity problem.  That's right ladies and gentlemen, the clown did it!

Dr. Andrew Weil and his other kookie allies who seem to believe that parents shouldn't be held accountable for what their children eat, have launched an aggressive campaign to oust the 43 year old smiling face of the burger franchise through lobbying and grass roots activism.

I'm glad that McDonald's is taking a very dismissive approach toward this misguided effort.  For some reason these activists simply refuse to acknowledge the real problem:  parents who allow their children to eat unhealthy food all day.  And the federal government seems to be in their camp by clamping down on how companies market to children. 

When did McDonald's become the authoritarian voice on what children eat?  I'm a parent, and so far no one from McDonald's, Wendy's or Burger King (whose mascot should be targeted because that king is friggin' creepy) has knocked on my door demanding I shove burgers and fries down my son's throat.  When I was a child, I couldn't wait to eat at McDonald's, but my parents were smart enough to allow me to enjoy fast food in moderation while encouraging an active lifestyle.  I'm very unclear as to when that responsibility shifted from the parents to Ronald McDonald.  I guess I'm just out of touch.

Seriously, child obesity is a growing problem.  No one is denying that.  However, advocates need to become more sensible and pragmatic by placing the blame where it belongs: squarely on the backs of ambivalent parents who simply refuse to hold themselves accountable.  After all, it's always easier to blame big business.  It's become such a popular sport.  But targeting a clown mascot? 

If this is just some sort of PR stunt to bring greater attention to the problem, then I think Dr. Weil and the clowns he surrounds himself with are doing their cause a disservice because this campaign risks damaging their credibility, which will ultimately hurt children even more.

The problem starts in the home. Maybe the activism should start there as well.

They’ve Got Ronald McDonald in their Crosshairs! – Where will it end?

OK, now they have crossed the line!

I believe that activism has its place. I believe that watchdog organizations and ombudsmen who spend their time trying to improve the quality of life for consumers and taxpayers by holding corporations and the government accountable for their actions are a valuable asset to our country.

But when these organizations begin spending valuable time and resources trying to mess with a beloved American icon that has made children happy for decades, I have to draw the line and ask “why?”

According to a recent article in the Chicago Tribune, (http://tinyurl.com/ygxlby9), the same group that successfully led the effort to eliminate the Joe Camel character is now targeting Ronald McDonald for “retirement”.

The article states that “Corporate Accountability International, which has waged campaigns against bottled water companies and tobacco companies, said it plans to present the results of a survey Wednesday showing that most Americans agree.”

I’m sorry, but I don’t think you need to be a research expert to question the validity of such a survey. I’d really like to see the survey design and the research methodology that were used in this study.

Ronald McDonald is as much a part of Americana as baseball and apple pie. He represents the McDonald’s experience just as Mickey Mouse represents the Disney experience. As many of you probably did, I grew up eating at McDonalds when my parents allowed. Raise your hand if you believe Ronald McDonald made you obese? As far as I know, they sell burgers and fries at Disney World too. Will Mickey be CAI’s next target?

I have a suggestion for CAI and those who support this effort to attack one of the world’s most identifiable and lovable icons: Step back and refocus. Present the data that shows how healthy or unhealthy McDonald’s food is. I fully support those messages. But Ronald McDonald doesn’t get in front of the camera and tell kids that McDonald’s burgers and fries are healthy. Ronald doesn’t tell kids to eat his food three times a day. Where is the personal accountability in all of this? McDonald’s provides customers with the fat and caloric content of all of its meals and provides several low fat options as well. From my perspective, I think they’re doing their part. How about focusing your efforts on the parents who take their kids to McDonald’s every day, rather than on a clown who promotes having fun while you’re there (who by the way, also promotes child safety, literacy, healthy eating and the importance of an active lifestyle)?

While I’m all in favor of activism when properly targeted, I think this effort is a bit misguided.