March 30th, 2010
11:31 AM ET
By Madison Park
A corporate watchdog group that got rid of Joe Camel is after another icon - this time, its target is tall, red and happy.
Corporate Accountability International plans to host a retirement party for Ronald McDonald as it releases a report Wednesday that basically says, "We’re not loving it. " The report calls for McDonald’s to stop using the iconic clown.
“For nearly 50 years, Ronald McDonald has hooked kids on unhealthy foods spurring a deadly epidemic of diet-related diseases,” said Deborah Lapidus, the senior organizer at Corporate Accountability International. “Ultimately the report makes the case that it’s time that McDonald’s stop directing fast food to kids. Really, Ronald deserves a break and so do we.”
The group plans to hold events outside of McDonald's throughout the country and wants the fast food chain to stop using its corporate mascot. The mascot makes children “vulnerable to manipulations to marketing” and turns them on to junk food at an age when childhood obesity rates have soared, Lapidus said.
The group is employing the same strategy as it did to target the cigarette mascot in its “Send Joe Camel packing” campaign in the 1990s.
“A lot of our thinking is modeled on that campaign and success,” Lapidus said. “We think of Ronald McDonald as a deep-fried Joe Camel for 21st century.”
McDonald’s does not appear to have plans to ditch the clown. The company released a statement to CNN.com calling Ronald McDonald “a beloved brand ambassador for McDonald's” and described him as crucial to its charity efforts to help families of hospitalized children.
“Ronald also helps deliver messages to families on many important subjects such as safety, literacy, and the importance of physical activity and making balanced food choices. That's what Ronald McDonald is all about, which our customers know and appreciate,” according to the statement.
Lapidus said the fast food giant's message has some “fundamental ironies.”
“McDonald’s charity does a lot of good and they do work to be commended,” she said. “But there are serious question about the face of the charity that’s about kids getting better that also promotes unhealthy food to kids. Could it not serve the same children without the cross promotion of burgers and fries which are affecting kids' health?”
Other McDonald’s characters, such as Hamburglar or Grimace (the purple triangular fellow) can rest easy. Health advocates are not targeting them.
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