Last but not least: Fast food sets a precedent
In the U.S., McDonald's is targeting schoolchildren. That's questionable—but people still like the campaign.
McDonald's may be acceptable for children as an exception, but certainly not as a habit. The whole thing is simply too unhealthy for that. Too sweet, too greasy, too one-sided. The exception here is, of course, the special case of Switzerland, where the fast food giant now smuggles fruit into children's Happy Meals (Werbewoche.ch reported). Incidentally, there are also said to be children who like fruit without a marketing offensive. Quite voluntarily and all that. But it's not just the little ones who feel at home in McDonald's Switzerland: Lidl-Schudel designs burgers for the grown-ups that are expensive - and much closer to a real burger than Big Mac and Co. Speaking of Big Mac: McDonald's in the USA is giving schoolchildren a campaign created by the Moroch agency to mark the start of school. Simple and beautiful. (hae)
By the way: Various comments on Adsoftheworld.com show that the idea of the second subject is not new. But a good idea can be used more than once.
