McDonald’s stands behind Ronald McDonald mascot

McDonald’s has come out fighting to defend its brand ambassador Ronald McDonald after coming under pressure from lobby groups and health professionals to change its marketing.

/l/p/k/ronald160.jpg

McDonald’s chief executive Jim Skinner is reported as telling shareholders “Ronald McDonald is going nowhere…. {He} is an ambassador of McDonald’s and he is an ambassador for good.”

McDonald’s has been criticised by pressure group Corporate Accountability International, which has accused it of “refusing to address the dangerous toll that fast food and predatory marketing is taking on kids” and contributing to the rise of obesity and health conditions such as diabetes and heart disease.

The group wrote an open letter signed by 550 health professionals and also engineered a proposal at this week’s annual shareholder meeting to persuade McDonald’s to assess its “health footprint” and the damage caused by marketing to children.

The resolution only found 6% approval from shareholders.

Skinner said that the company uses Ronald McDonald in a lot of charitable work and argued that it offered plenty of healthy choices on its menus.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here