Monday, January 31, 2005
Marketing to four-year-olds
In testimony at yesterday’s one-day food marketing hearing at the Institute of Medicine of the National Academies of Science, a McDonald’s Corp. executive said the company takes Ronald McDonald to elementary schools and is talking to children as young as 4 in its advertising.
Malena Peleo-Lazar, McDonald’s chief creative officer and vice president, portrayed Ronald McDonald’s school visits as an effort to teach children about healthy choices.
The hearing is the latest round of battles between government regulators and food marketing giants sparked by the childhood obesity crisis.
The young age of the marketing targets was detailed in response to a question from a panel member as officials of Kraft Foods, General Mills and PepsiCo all said their companies don’t run ads in media unless the majority of the audience is at least 6 years old. Ms. Peleo-Lazar said some of McDonald’s Happy Meals advertising is aimed at 4- to 7-year-olds, with the main target being 6. McDonald’s, however, highlighted its planned use of Ronald in Ms. Peleo-Lazar’s own testimony.
Get 'em while they're young.
posted by chris at 3:13 PM
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