Health Group Plans to Demand Ronald McDonald’s Retirement at Annual Mtg.
- Posted on May 18, 2011 at 8:42am by
Scott Baker
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NEW YORK (AP) — Ronald McDonald is having a midlife crisis.
His floppy shoes, painted-on smile and flaming-red hair may be a harder sell to today’s kids who are trading in their dolls and trucks for manicures and mobile game apps at ever younger ages. He also seems out of step with McDonald’s Corp.’s new efforts to appeal to adults. The 48-year-old spokesclown has fallen flat in new ads this year, according to Ace Metrix, a group that tracks TV advertising.
And the government is getting strict on marketing unhealthy food to children. That has both marginalized Ronald as more of a mascot than a product pitchman and landed him in the middle of the bigger debate about food makers’ responsibilities in stemming the rise in childhood obesity.
McDonald’s says it is proud of the food it offers and that Ronald teaches children to be active.
Critics say it’s time to hang up the yellow jumper.
A group called Corporate Accountability International plans to ask Ronald to retire at the company’s annual meeting on Thursday. They say Ronald encourages kids to eat junk food, contributing to a rise in childhood obesity and related diseases such as diabetes.
The group, which campaigned against the Joe Camel cigarette mascot in the ‘90s and complained about Ronald as a role model at McDonald’s annual meeting last year, has stepped up its campaign. The group has taken out full-page ads Wednesday in the Chicago Sun-Times, New York Metro and four other papers to call for his head. The ads, signed by more than 550 health groups and professionals, carry the headline, “Doctors’ Orders: Stop Marketing Junk Food To Kids.”
What follows is an open letter to McDonald’s CEO Jim Skinner, that says in part, “We ask that you heed our concern and retire your marketing promotions for food high in salt, fat, sugar, and calories to children, whatever form they take — from Ronald McDonald to toy giveaways.”
McDonald‘s defended Ronald against the group’s attack at last year’s annual meeting and is adamant that it has never considered retiring or even downplaying their smiling mascot.
“It’s totally unfounded,” said Marlena Peleo-Lazar, the company’s chief creative officer, who describes Ronald as “a force for good.”
Ronald, the world’s most famous clown, had humble beginnings with a paper-cup nose and scraggly blonde wig. First played by Willard Scott in 1963, he dispensed burgers and fries to delighted children and flew around on a magic hamburger. “Goofy and clumsy” is the way McDonald’s describes the early incarnations.
A decade later McDonald’s created standards on makeup and mannerisms for Ronald, so the actors who portrayed him could present a united front. Around that time, they also created McDonaldLand, home to Grimace, Mayor McCheese and an array of other characters.
(McDonald’s, for the record, views Ronald as a real person. “There’s only one Ronald,” Peleo-Lazar said in response to several questions about how many actors portray the smiling clown.)
Around 2004, McDonald’s christened Ronald as a “balanced, active lifestyles ambassador,” and stuck him in commercials where he trained for the Olympics. He got workout clothes. He got a tuxedo. He moved from McDonaldLand into the real world. New commercials show him as an active, athletic clown who plays soccer, shoots hoops and encourages kids to visit McDonald’s Happymeal.com website. There’s barely a mention of burgers and fries.
While other clowns have faded, Ronald has endured. He’s been immortalized as a Beanie Baby, a bobblehead and a balloon in the Macy’s Thanksgiving parade. Even now, Zagat says he’s the most popular fast-food mascot, beating out Jared the Subway Guy.
“It would be tough to walk away from him,” said Nigel Hollis, whose company, Millward Brown Optimor, calculates that McDonald’s is the fourth-most valuable brand in the world. “It would be almost as if the Geico gecko disappeared, or the Aflac duck.”
But Jack McKee, vice president of sales and marketing at Ace Metrix, said new Ronald McDonald commercials have failed to entice test audiences. His company surveyed 500 people about each commercial, he said.
“It‘s really remarkable how often I saw the word ’creepy’” in the survey comments, McKee said.
Replies Peleo-Lazar: “For everyone who may feel that way, there are more who feel the opposite.”
Through the years, Ronald has also been the face of Ronald McDonald House Charities, which provides free or inexpensive housing for families who must travel to get medical treatment for a child. He still shows up as often as ever at camps for sick children and charity events.
Nick Guroff, a spokesman for Corporate Accountability International, said while that’s a worthwhile charity, “to use that as their excuse for marketing junk food to kids is sort of having their burger and eating it too.”
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Comments (161)
NoahsDad
Posted on May 18, 2011 at 9:26am“and the government is getting strict on marketing unhealthy food to children.“ Thanks for this little ”nudge” Cass. Why doesn’t the government get strict on people actually being parents instead of trying to do it for them. OOPS I forgot “must rely on gov’t for everything ’cause I’m incapable of doing it myself.” Saying that Ronald makes kids fat is like saying guns kill people. Someone has to take their little butts to Mcd’s just like someone has to pull the trigger. People come up with all these excuses on why kids are getting fat all the while ignoring the reason in most cases is the parents themselves.
Report Post »Lesbian Packing Hollow Points
Posted on May 18, 2011 at 9:24amMain Entry: coulrophobia
Part of Speech: n
Definition: an extreme fear of clowns
Etymology: Greek kolon or kolobathristes
Just sayin’.
Report Post »oldsoldier10
Posted on May 18, 2011 at 9:22amI’m NOT loving it, McDonald’s is the destroyer of the Blacks: http://www.365black.com/365black/index.jsp is a McDonald’s website targeting blacks enticing them, regulating them to work and eat at McDonald’s. McDonald’s condones and directly supports hat crimes against whites! McDonald’s is the worst possible child fondling corporation ever!
Report Post »TheGreyPiper
Posted on May 18, 2011 at 10:12amWhat’s a hat crime? Making someone where a big feathered “Shaft” fedora?
Report Post »Spaceboy
Posted on May 18, 2011 at 9:21amThe problem is not Micky-Ds its the parents fault for not saying “NO, YOU CAN NOT HAS A CHEEZBURGER!”
Report Post »nomercy63
Posted on May 18, 2011 at 9:12amMaybe they can all go out and beat him to death with chains and pipes that will make the kids happy and when they do that they can get some exercise to.
Report Post »jodymyluv
Posted on May 18, 2011 at 9:11amare you serious???? It Ronalds fault your kids are fat!!!!! Has anyone think about making their kids go play OUTSIDE!!! like we use to do! Ronald has been around for 48 years!!!! GOOD LORD!!! after you get rid of him who are you going to blame for your bad parenting????? hmmmmmmm.
Report Post »christos
Posted on May 18, 2011 at 9:11am……Watch the movie “Super Size Me” McDonald’s, is not a good steward to the land,watch– Veria—What a Relief,polar opposites,as long as there is a demand for processed food,lack of common sense & no self control rule the day=health problems=environmental problems,try the book—TOXIC RELIEF—Author Don Colbert,,,food expert are out there seek them,skip the food pyramid/junk.
Report Post »christos
Posted on May 18, 2011 at 9:36amEdit: & no self control rules the day = health problems = environmental problems,try the book — TOXIC RELIEF —Author Don Colbert,,,food expert’s are out there seek them skip the food pyramids/junk,,,+JESUS+ did say be good stewards to the land,you can feed the pharmaceutical–root word in Greek means pharmakea (spell check) which means witch craft and sorcery,or you can support the organic community,and eat 95% vegetables,fruit & whole grains,they naturally protect your cells from disease.
Report Post »streetrodder
Posted on May 18, 2011 at 9:09amWhats next the Oscar Meyer weiner mobile?
Report Post »retriever
Posted on May 18, 2011 at 10:14amYes!!!!!!!! Oscar Meyer is a danger to society, he’s too old to drive.
Report Post »country_hick
Posted on May 18, 2011 at 9:07amTwo words:
Parental Responsibility.
Report Post »moreteaplease
Posted on May 18, 2011 at 9:07amWhat follows is an open letter to McDonald’s CEO Jim Skinner, that says in part, “We ask that you heed our concern and retire your marketing promotions for food high in salt, fat, sugar, and calories to children, whatever form they take — from Ronald McDonald to toy giveaways.”
Report Post »***************************************************************************************
If I were Mr. Skinner I would have a two word reply for these jerks…the 2nd word would be ‘you’
Trestin Meacham
Posted on May 18, 2011 at 9:06amUmm… No. Most kids don’t like clowns.
Report Post »John1863
Posted on May 18, 2011 at 9:06amHey you P.C. people, your kid is fat because of genetics or poor parenting and it’s that simple. McDonalds does not offer home delivery to your spoiled fat kid and since they are located at busy roads for exposure I hope your kids not walking to them alone. The paraents have to be the ones who take them there if they are eating this stuff.
Report Post »teddrunk
Posted on May 18, 2011 at 9:05amI think before they ban the clown, they should ban all old Sesame Street episodes. The Cookie Monster shouldn‘t get a free pass just because it’s PBS. Who knew they should of stuck with Popeye cartoons. Spinach anyone?
Report Post »Ironeagle
Posted on May 18, 2011 at 9:04amHow bout we demand Barry and Michelle’s retirement in 2012 and have Ronald McDonald as the hosting official?! Now I’d pay money to see that.
Report Post »BlackAce41
Posted on May 18, 2011 at 9:02amThese are people that love to hate labels.
Report Post »Dor
Posted on May 18, 2011 at 9:28amUnless it is a label they create
Report Post »JUSTANOTHEROPINION
Posted on May 18, 2011 at 9:00amMcDonalds should tell all those Jr Whoppers to go suck on a Big Mac.
Report Post »ares338
Posted on May 18, 2011 at 8:59amThe worst thing you could ever hear……HI WE‘RE THE GOVERNMENT AND WE’RE HERE TO HELP…….ARGGGGGG.
Report Post »LastAmerican
Posted on May 18, 2011 at 8:57amBring back the hamburglar!
Report Post »Rickfromillinois
Posted on May 18, 2011 at 8:56amI too find clowns creepy but think that MCD should hang on to Ronald simply because I really hate it when corporations give into these type of groups. Get rid of Ronald because kids are fat. Here’s the deal, MCD‘s is not a real healthy place to eat everyday so don’t take your kids there to eat everyday. Every once in a while is fine. If your kid is fat don’t go blaming everyone and everyplace that sells food that make your kid fat, blame yourself for letting the little tub eat whatever he or she wants. Also ask yourself where this will stop? Certain fats are now illegal. They want to put extra taxes on sodas because they make people fat. This is going the same route as cigarettes where every time the local government needs some extra money they raise the taxes on tobacco. The same is going to happen with anything that someone thinks is unhealthy for you.
Report Post »i want the truth
Posted on May 18, 2011 at 9:07amGreat post! I think it is how much we put in our mouths not what we are eating! This administration wants to control Everyone’s life! People are becoming more lazy b/c of the government is taking care of them financially! So they have nothing to motivate them!
Report Post »s-n-t
Posted on May 18, 2011 at 11:00amAnd, these companies spend millions of dollars fighting this crap, and consumers ultimately pay that hidden tax too. Now, just think if we have universal healthcare, because once the government’s justification is that if we ban X, we save on healthcare costs, there won’t be any legal argument that will stand in their way. Ban large/fast cars, ban high-glycemic pasta, ban skiing w/out a helmet (oh, he.ll, ban it altogether)…..
Report Post »Hobo Boondocks
Posted on May 18, 2011 at 8:55amA fitting replacement would be Michelle Obama. However, I hope she doesn’t wear that face make-up.
Report Post »Jenny Lind
Posted on May 18, 2011 at 8:54amIs there no end to people trying to run everyone else’s life? I am so done with these p.c. idiots.
Report Post »Nick Pable with Buckshot
Posted on May 18, 2011 at 8:52amThe 48-year-old spokesclown has fallen flat in new ads this year. Remind you of anyone?
Report Post »biohazard23
Posted on May 18, 2011 at 9:24amHa ha ha ha ha!!!!!!!!!
Report Post »TheGreyPiper
Posted on May 18, 2011 at 10:10amRonald needs to make some kind of gutsy call for the media bump, huh?
Report Post »Nick Pable with Buckshot
Posted on May 18, 2011 at 11:05amI stand with fries?
Report Post »Aaron in Polk County
Posted on May 18, 2011 at 8:52amAnother American Icon going the way of Col. Sanders.
Report Post »Snowleopard {gallery of cat folks}
Posted on May 18, 2011 at 9:22amI have a bunch of chickens that keep going about the apartment complex here; including one rooster who goes off at three each morning – I hope it goes to visit at KFC around dinner time some evening.
Report Post »BIGJAYINPA
Posted on May 18, 2011 at 9:22amYea but the Col died. Kinda like that guy from Wendy’s, Dave Thomas, not doing commercials anymore.
Report Post »psst
Posted on May 18, 2011 at 9:58am@Snow.
Report Post »Don’t wait for that Rooster to visit the Colonel.You visit Foghorn.
Ya knowFoghorn Leghorn can be delicious , he is are a little tougher than a nice juicy pullet, but w/ careful prep and a little extry cooking time.
Delicioso !!!!!
smak
Posted on May 18, 2011 at 8:51am@ Headline
Retirment
It’s retirement.
Report Post »I will proofread your web site for $30,000 / year. Let me know.
Mannax
Posted on May 18, 2011 at 9:28amYou are doing it for free now, why would they pay you?
Report Post »smak
Posted on May 18, 2011 at 9:59am@Mannax
Report Post »You are doing it for free now, why would they pay you?
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
All these glaring typos really make the site look 3rd rate.
Joke around if you want.
jb.kibs
Posted on May 18, 2011 at 11:43amactually it makes it look human.
Report Post »GRANNYMOO
Posted on May 19, 2011 at 8:23pmI like Ronald and want him to stay, somebody needs to get a life
Report Post »ISeeDanger.com
Posted on May 18, 2011 at 8:48amHe should go to Washington and join the rest of the clowns.
http://www.ISeeDanger.com
Report Post »smithclar3nc3
Posted on May 18, 2011 at 8:59amWhy don’t these “health knuts” attack the real cause of childhood and adult obesity computers systems,television,cell phones,and lawyers all which have relegated our kids to a sittary lifestyle and limited their ability to get out and do kid things for fear of liability.
Report Post »BIGJAYINPA
Posted on May 18, 2011 at 9:00amThe World is on fire and these people want to worry about an advertising character?? Get a d*** life you freaking morons!!! With everything that is going on I don’t really care about some loser upset over Ronald or what that steroid juicing idiot and his emaciated wife are up to in California. Did we run out of “REAL” stories or has “The Blaze” been taken over by the National Inquirer?? Inquiring minds want to know.
Report Post »DIOS BENDIGA AMERICA ... JESUCRISTO ES EL SEÑOR!
Posted on May 18, 2011 at 9:01amWhat ever happened to the Hamburgurlar? That’s the real news!
Report Post »Snowleopard {gallery of cat folks}
Posted on May 18, 2011 at 9:04amI look at it this way, let the shareholders make the decision; if they want to keep the businesses own iconic image fine, if not then fine as well…let it be THEIR call on the matter, not the pressure from this health care plan group.
Report Post »Snowleopard {gallery of cat folks}
Posted on May 18, 2011 at 9:06amWhy are they not also going after Jack In the Box…after all they have such things as milkshakes, fries and burgers as well…as does Burger King, Ralleys and so many other businesses in the area of fast foods…so why just McDonalds?
Report Post »thegrassroots
Posted on May 18, 2011 at 9:14amThank you, McDonald’s, for reaching out to families going through the hardest, most heart-breaking, of times with your Ronald McDonald Houses.
Today, I will contact McDonald’s thanking them for all they do. I will also contact this liberal-lemming-pseudo-health-group and tell them to Back Off!
Ronald McDonald is NOT who is responsible for fat and diabetic kids, Their Parents Are! It’s the parents who make the food choices for their children, NOT Ronald McDonald or anyone else.
Report Post »bassist237
Posted on May 18, 2011 at 9:20am**SARCASM ALERT**
The real threat is the parents… They are the ones who bring their kids to these places, why don’t you just get rid of them…..?
Report Post »TulsaYeeHaw
Posted on May 18, 2011 at 9:21amTheir response should be this, and exactly this, nothing else
GO TO HELL.
Report Post »grandmaof5
Posted on May 18, 2011 at 9:22amBut Ronald McDonald does not drive the kids to McDonalds and buy them the food. Get a grip! Parents need to take responsibility, it is none of Corporate Accountability International’s business. They should take a look at themselves and mind their own business.
Report Post »Sinista MACE
Posted on May 18, 2011 at 9:23amHe should toss some glitter at Barney Frank and youtube it.
Report Post »Eliasim
Posted on May 18, 2011 at 9:43amI would be inclined to say Ronald McDonald already tightly works with his clown counterparts in Washington. Because I can‘t help but think about just how huge McDonald’s is. And then I think about the law they would have to pass to make the clown go away, and how they would have to word it. And then I think about the smaller corporations that would be affected by the new laws, and how it would affect there advertising. And then I think about that movie with Stallone “Drudge Dread” and how all the restaurants were Taco Bells, and yet to me it seems like all the restaurants might instead be McDonald’s.
Report Post »Eliasim
Posted on May 18, 2011 at 9:45amI mean “Judge Dread.”
Report Post »Lost in the Flyover
Posted on May 18, 2011 at 9:49amProgressives have no shame, no matter what you think of McDonalds food their efforts in helping the families of sick children through the Ronald McDonald houses throughout the country should be respected. They have done much to help and comfort families in their time of need who would not have to resourses to be with their loved ones in their greatest time of need. What if any accomplishment can this left wing anti-establishment organization claim to have done for families or benefit of anybody for that matter other than to stroke their own egos? They see ATTACKING American icons as being somehow revolutionary and patriotic… their actions just are just an attempt to destroy one more thread of the fabric that has made this country what it is.
Report Post »CatB
Posted on May 18, 2011 at 9:53amYes .. how about asking that CLOWN in the White House to resign All of his CZARS and the clowns on Capital Hill also .
TEA!
Report Post »Lloyd Drako
Posted on May 18, 2011 at 10:13amNudge nudge wink, wink. I see the bloodstained hands of George Soros and Cass Sunstein in this, and possibly also Michelle “l’Autrichienne” Obama. Look for McDonald’s to get a health-care exemption and to make a generous contribution to the Democrats. Ray Kroc must be rolling over in his cholesterol-soaked grave.
Report Post »mikem1969
Posted on May 18, 2011 at 10:15amOMG Ronald teaches kids to get out and have fun + McDonalds offers several healthy alternatives that parents can buy their kds. The freaking libs and progressives need to get the heck out of peoples’ business and business all together.
Report Post »Stoic one
Posted on May 18, 2011 at 10:26amIf you do not like Ronald; buy enough stock so that you can retire him. If you do not like the food; then buy All the stockholders out and close the doors.
MORONS..LONG LIVE CAPITALISM!!!!!!!!!!!!!!!!!!!!!!!!
Report Post »GODSAMERICA
Posted on May 18, 2011 at 11:09amCorporate Accountability International should be demanded to retire as I see them as a greater health risk than Ronald McDonald. I can‘t stand McD’s and do not eat there but this socialist group has no business getting into anyone else’s business. I would rather eat unhealthy food than to allow myself to be controlled by stupid people that think that their number one goal in life is to make everyone do their bidding.
Report Post »chfields62
Posted on May 18, 2011 at 11:15amHow can they say they are targeting children and making them fat?? When is the last time you saw a 6yo buying food from Mcdonalds?? Oh wait, thats his parents. Why aren’t they going after the parents who take thier kids to fast food places?? Oh wait…that would require PERSONAL RESPONSIBILITY, can’t have that……..
Report Post »jb.kibs
Posted on May 18, 2011 at 11:19amthe real problem IS the parents though. they give in to everything the child wants with no punishment for back talking and begging. if you reward begging and whining then you’re going to create, from your children, beggars and whiners.
Report Post »jb.kibs
Posted on May 18, 2011 at 11:33amANYONE who imposes their beliefs on others, religious or not, are simply, Control Freaks.
Prove me wrong.
How is it that so many think they know all there is to know? educate is just another term for brainwash. as for me, i know nothing.
Report Post »TheLascone
Posted on May 18, 2011 at 11:34amCorporate Accountability International should stick to giving people advice on exercise …..
Report Post »http://www.flickr.com/photos/23630227@N06/5723769789/in/photostream
MCGIRV
Posted on May 18, 2011 at 2:11pmHa ha ha!
Report Post »Lotus503
Posted on May 18, 2011 at 2:32pmI’ll say this just once. Leave…the clown…alone.
Report Post »coladude
Posted on May 18, 2011 at 2:36pmI could easily see him in Washington.
http://politicalbowl.com – Political Videos
Report Post »jamcmaho
Posted on May 18, 2011 at 4:24pmIf McDonalds goes along with the pressure for throwing Ronald McDonald under the bus, I will not eat another meal from McDonalds! Please stand up to this Health Group and stand up to all other radical groups who want to run all over our lives! It is time to make a play to stand up against all these types of groups and their allies in the Government!
Report Post »SWFLA
Posted on May 18, 2011 at 11:07pmDon’t think that Ronald is the cause of children being obese. Have to point the finger at the parents for that one, not corporate America. I remember growing up and if I wanted to go to McDonalds and my mother said no, that was it. If I questioned her, she would ask which sylable of the word “no” I didn’t understand.
Report Post »just happy
Posted on May 19, 2011 at 4:45pmIt is really a sad state of affairs when parents won’t stand up and demand that the “food Police” mind their own business and get a REAL job.PARENTS!! They are calling you too stupid to know that you can’t eat junk as a steady diet and have the alertness and energy you need to function and be healthy. The answer to the billions of dollars spent on health issues caused by obesity is this: as long as you pay your own bills it is none of my business. Paying the bills for you is NOT the Government’s business. If we Got the government out of the things it has no authority to do, we could eat what we want and keep more of what we rightfully earn.
Report Post »