Marketing unhealthy food to children in Asia Pacific - Consumers ...
Marketing unhealthy food to children in Asia Pacific - Consumers ...
Marketing unhealthy food to children in Asia Pacific - Consumers ...
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products, are also available <strong>in</strong> their outlets. McDonald’sMalaysia also shared that they have not advertised on TV<strong>to</strong> <strong>children</strong> s<strong>in</strong>ce July 2007.Hong KongMcDonald’s has adopted the follow<strong>in</strong>g pr<strong>in</strong>ciples <strong>to</strong>:• Communicate <strong>to</strong> <strong>children</strong> balanced <strong>food</strong> choices thatfit with<strong>in</strong> a child’s nutritional needs.• Use licensed characters and properties <strong>to</strong> encourageactivity and balanced <strong>food</strong> choices for <strong>children</strong> <strong>to</strong> make<strong>food</strong>, such as fruit and vegetables, fun <strong>to</strong> eat.• Promote <strong>to</strong> <strong>children</strong> positive messages that supporttheir well-be<strong>in</strong>g, body, m<strong>in</strong>d and spirit.• Provide the nutritional <strong>in</strong>formation of <strong>food</strong> <strong>to</strong> helpparents and families make <strong>in</strong>formed <strong>food</strong> choices.More specific <strong>in</strong>formation from McDonald’s <strong>in</strong>cludeschanges <strong>to</strong> the Happy Meal menus, such as add<strong>in</strong>g thefollow<strong>in</strong>g items <strong>to</strong> the menu, <strong>in</strong>clud<strong>in</strong>g Qoo White GrapeJuice Dr<strong>in</strong>k, Qoo Soya Milk, Hi-Calcium Mango FruitYogurt and Hi-Calcium Low fat Milk.Leaflets conta<strong>in</strong><strong>in</strong>g product nutritional <strong>in</strong>formation areavailable at McDonald’s s<strong>to</strong>res. The <strong>in</strong>formation is alsopr<strong>in</strong>ted on the company’s tray mat and posted on thecompany website. However, some of this <strong>in</strong>formationsuch as the tray mat is only available after the purchasehas been made.<strong>Market<strong>in</strong>g</strong> tactics we discoveredChildren’s meal with free <strong>to</strong>yIn all countries that provided <strong>in</strong>formation on McDonald’s,the “Happy Meal” menu offers <strong>food</strong> aimed specifically at<strong>children</strong> and a free collectible <strong>to</strong>y. It <strong>in</strong>cludes less healthyoptions. There is usually a number of different <strong>to</strong>ys <strong>to</strong>collect with<strong>in</strong> a set range which lasts for a certa<strong>in</strong> periodof time before chang<strong>in</strong>g <strong>to</strong> a different range. Dur<strong>in</strong>g theresearch period, Happy Meals <strong>in</strong>cluded Power Puff Girls,Naru<strong>to</strong> and Angel Blue collectible <strong>to</strong>ys. Created byJapanese designer Narumiya, the Angel Blue l<strong>in</strong>e ofclothes features car<strong>to</strong>on-like characters <strong>in</strong> pastel coloursthat are popular with young girls and teenagers. Naru<strong>to</strong>is a Japanese manga series with an anime adaptation.The ma<strong>in</strong> character, Naru<strong>to</strong> Uzumaki, is a hyperactive,unpredictable, adolescent n<strong>in</strong>ja who constantly searchesfor recognition and aspires <strong>to</strong> become a Hokage, then<strong>in</strong>ja <strong>in</strong> his village that is acknowledged as the leader andthe strongest of all.Children’s clubsIn Malaysia, McDonald’s mascot, Ronald McDonald has a<strong>children</strong>’s club called the “Ronald McDonald Kids’ Club”.By jo<strong>in</strong><strong>in</strong>g the club, members are eligible for discountsand privileges from McDonald’s and their partners, whichrange from theme parks <strong>to</strong> kids’ gym memberships.Members can also participate <strong>in</strong> fun activities and eventsorganised by McDonald’s plus a free quarterly newslettercalled “Red Shoe News”. In its latest promotion for theKung Fu Panda movie, McDonald’s is offer<strong>in</strong>g its clubmembers a chance <strong>to</strong> redeem two free movie tickets bycomplet<strong>in</strong>g a redemption form complete with a HappyMeal receipt.McDonald's "Kung Fu Panda" movie tie-<strong>in</strong>s <strong>in</strong> MalaysiaCelebrity endorsementsMcDonald’s have used popular celebrities <strong>in</strong> thePhilipp<strong>in</strong>es, like Sharon Cuneta and her daughters plusworld-box<strong>in</strong>g champion Manny Pacquiao and his twosons <strong>to</strong> endorse some of their products. Also Kris Aqu<strong>in</strong>o,presenter of the popular TV show “Deal or No Deal”, dida commercial spoof of the show called “meal or nomeal”. All these celebrities are well known and idolisedas role models for <strong>children</strong>.Another McDonald’s celebrity endorsement features apopular young actress Angel Locs<strong>in</strong>, who endorsedMcDonald’s summer ice cream treats <strong>in</strong> the “SummerColours of Love” promotion. She is particularly popularwith <strong>children</strong> after starr<strong>in</strong>g <strong>in</strong> a number of super heroroles such as Darna (Wonderwoman) and Mulaw<strong>in</strong>(W<strong>in</strong>ged Humanoids).TV advertis<strong>in</strong>gIn Hong Kong, McDonald’s advertise their Happy Mealson ma<strong>in</strong>stream television channels dur<strong>in</strong>g weekdayafternoons (after school hours) and weekend morn<strong>in</strong>gsand afternoons. Usually the advertisements are about<strong>children</strong> play<strong>in</strong>g with the Happy Meal <strong>to</strong>ys, particularlythe Naru<strong>to</strong> and Angel Blue collectibles.McDonald’s was also found <strong>to</strong> advertise its products on<strong>children</strong>’s channels <strong>in</strong> India and Thailand.20 The Junk Food Trap