Tuesday, April 04, 2006

People on the food

It’s a weird one. McDonald's is launching a global promotion offering consumers the chance to appear on its packaging. My question is: would you want to eat food with the pictures of McDonald's customers on it?

Contrary to popular belief (okay, not really a popular belief), oh and advertising, McDonald's customers aren't generally the most healthy people in the world.

McDonald's might have ads with attractive 'Sex and the City'-type women in them, but really when did you ever see those women in McDonald's at lunchtime eating salads?


 
McDonald's customers are generally the spotty ones or the ones waddling down the high street ruing the day that their class action suit, which accused the burger giant of making them obese, was thrown out of court.

According to the promotion, 25 winning consumers will then appear on the fast food giant’s packaging.

In today's Marketing, sources claim the promotion is intended to provide the "I'm lovin' it" campaign with a more realistic representation of what consumers really enjoy.

Call me a cynic, but realism? I'm betting that the 25 "winning customers" look like they could be on the books of Storm rather than sitting in McDonald's in Peckham.

2 Comments:

At 4:12 PM, Anonymous Anonymous said...

I think the face of a bloated McDonalds customer would still look more appealing than their burgers...

 
At 12:29 PM, Anonymous Anonymous said...

Speaking as someone who still eats at McDonald's on a semi regular basis I'm alarmed to see this sort of generalisation!

"McDonald's customers are generally the spotty ones or the ones waddling down the high street ruing the day that their class action suit, which accused the burger giant of making them obese, was thrown out of court."

Now I may have put on a bit of weight recently but I'm not quite at the stage where I waddle.

Isn't the real story here about the failure of relationship marketing? McDonalds can try to get us to engage with its products by interacting and taking part in some daft competition but is it going to make us buy more product?

They should address the changing attitudes towards food in this country. A mediocre salad in a plastic cup is not an adequate option for the organic generation. I want better food rather than better marketing.

And they need to overhaul the entire look of their 'restaurants'. Too plastic, too dated. Lacking in atmosphere and really quite horrific. The addition of some lounge music, wamer lighting and perhaps a cocktail bar would make the whole experience much more appealing.

 

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