McDonald's recently announced that it is extending its Olympic sponsorship through 2020, with an emphasis on the McDonald’s Champions of Play program which will promote "healthy eating and active play for kids", according to McDonald's EVP-Global Chief Brand Officer Kevin Newell.
McDonald's has also signed on five-time U.S. Olympic medalist swimmer (and mom) Dara Torres as its global ambassador for the program.
I've defended McDonald's in the past when it was unfairly attacked by irresponsible groups and parents who lacked personal accountability. But I've also been critical of the fast food chain for failing to recognize who it really is and what it represents to the consumer.
The Champions of Play campaign presents McDonald's with another opportunity to be as transparent as possible with consumers while promoting a healthy lifestyle. I'm not coming down on McDonald's for selling food that isn't generally accepted as "healthy", since I think that parents must always be held more accountable for the lifestyle choices they make for their children then McDonald's should ever be. However, if McDonald's is going to attach its brand to a healthy lifestyle message, then it had better be prepared to back it up with healthier food options and a renewed level of transparency for its unhealthy offerings.
Champions of Play ambassadors, like Dara Torres, also better be able to defend their support of this campaign and explain how McDonald's food plays a role in a healthy lifestyle for kids. Dara, please say you didn't accept this role simply for the big paycheck.
While I applaud McDonald's for sponsoring athletic events for children, I don't think that's enough when you're promoting a healthy and active lifestyle while selling unhealthy food. The product contradicts the message. Based on what I've read, McDonald's doesn't seem to be making any changes to its menu, other than adding some British flavor to its London carte du jour during the 2012 Summer Olympics.
C'mon Ronald, don't let me down. You have to do better than that.
*The opinions shared on this blog are solely those of its author and do not necessarily reflect the opinions of Goodwill of Greater Washington, its employees, supporters or affiliates.
McDonald's has also signed on five-time U.S. Olympic medalist swimmer (and mom) Dara Torres as its global ambassador for the program.
I've defended McDonald's in the past when it was unfairly attacked by irresponsible groups and parents who lacked personal accountability. But I've also been critical of the fast food chain for failing to recognize who it really is and what it represents to the consumer. The Champions of Play campaign presents McDonald's with another opportunity to be as transparent as possible with consumers while promoting a healthy lifestyle. I'm not coming down on McDonald's for selling food that isn't generally accepted as "healthy", since I think that parents must always be held more accountable for the lifestyle choices they make for their children then McDonald's should ever be. However, if McDonald's is going to attach its brand to a healthy lifestyle message, then it had better be prepared to back it up with healthier food options and a renewed level of transparency for its unhealthy offerings.
Champions of Play ambassadors, like Dara Torres, also better be able to defend their support of this campaign and explain how McDonald's food plays a role in a healthy lifestyle for kids. Dara, please say you didn't accept this role simply for the big paycheck.
While I applaud McDonald's for sponsoring athletic events for children, I don't think that's enough when you're promoting a healthy and active lifestyle while selling unhealthy food. The product contradicts the message. Based on what I've read, McDonald's doesn't seem to be making any changes to its menu, other than adding some British flavor to its London carte du jour during the 2012 Summer Olympics.
C'mon Ronald, don't let me down. You have to do better than that.
*The opinions shared on this blog are solely those of its author and do not necessarily reflect the opinions of Goodwill of Greater Washington, its employees, supporters or affiliates.
