Ronald and his 7 deadly clowns
I hate Ronald, here’s another reason, this from Scoop
McDonald's® NZ Invites Closer Inspection
McDonald's® New Zealand is going on the front foot with a concerted campaign inviting the public to take a closer look at its business.
Launching on Saturday (August 26 2006), the multi-level national campaign aims to address key questions Kiwis have about the Golden Arches®.
Gráinne Troute, McDonald's Restaurants (NZ) Ltd's Managing Director, says the company has decided "it's time to address some popular myths about McDonald's, the quality of our food, our impact on New Zealand and the way we do things."
The campaign comprises four months of television and print messages with ongoing evolution into 2007, a comprehensive 'Take a Closer Look' website, 'Open Door Days' at selected restaurants around the country and a number of 'Question and Answer' forums.
So confident is the company of its practices that it has set up cameras in its Queen St restaurant kitchen over two lunchtimes (Friday 1 and Saturday 2 September) and is relaying the action to a screen outside for all to see.
"We have nothing to hide and we're happy to invite people to have a look at our practices, see where our ingredients come from and how we make our food," Ms Troute says.
"We understand the importance of evolving and, through listening to New Zealanders, we have made and will continue to make changes to our menu which reflect demand. We haven't always promoted these changes so this is our opportunity to tell the McDonald's New Zealand story and invite Kiwis to take a closer look at our business."
The campaign addresses food quality facts around items such as beef for hamburger patties, thickshakes and fresh produce, as well as looking at the company's role and contribution in NZ.
Ms Troute acknowledges that the business will always have its detractors: "We believe that McDonald's can be enjoyed as part of a balanced lifestyle. We offer menu choices which are comparable to other restaurants - and we openly display the nutritional content of our options."
How kind of Ronald and his 7 clowns (Obesity, Diabetes, Heart Attack, Pimples, Bowel Cancer, Non-nutritional and Stroke) to help us out with some new information on how lovely their heavily processed, high sugar, high fat, non-nutritious junk food is. As the link between low quality junk food and obesity become clearer and clearer (the obese now outnumber the starving!), the fast food companies are acting more and more like the desperate Cigarette companies did as evidence of the dangers of smoking became apparent. But why is Ronald freaking out now? Is it because they want to be open and loving? Bullshit, after the brilliant Supersize Me movie, Ronald has been feeling the heat, and to make matters worse a new movie from Eric Sclosser’s Fast Food Nation is coming out soon, which is an even more damning indictment of Ronald and his 7 deadly clowns, this has nothing to do with being more open and everything to do with fear that even more inconvenient truths regarding Ronald and his death food will be exposed.
And I wonder at the ‘quality’ of this information, remember when ‘Supersize Me’ played in NZ? Ronald hired advert time during the doco and tried to downplay the damning evidence of their death food, the fact they have that power is creepy enough but it is also the insidious message they try and convey in their adverts. The latest one has a child ‘choosing’ a ‘healthy’ option of apple slices from their menu. ‘Choice’ is only valid when you understand the options, and children are the least equipped to make those decisions. The fact Ronald has thrown in some apples and salad doesn’t in any way defend how they sell and continue to sell to children.