The Real Meaning of "Happy Meal"

Posted on August 7, 2007 | Permalink

By Lane Casteix

According to recent research kids prefer food that comes out of a McDonald's package. In the test children, tasting identical items from burgers to carrots and even milk, all said the product that came in a McDonald's package tasted better.

This article credits that to a combination of good advertising and packaging, but it is hard for me to imagine the very simple McDonald's packaging in itself has appetite appeal for children without the branding behind it. It isn't the package, it's the advertising!

This article on the same study concludes it is the advertising that is the culprit.

Aside from the fact that this obviously proves good branding can produce brand loyalty and influence perceptions, it also indicates that these children have no taste. (McDonald's lost me with the pseudo rib sandwich with what I assume was ground pork pressed into the shape of baby back ribs. I haven't been in a McDonald's store since then.)

Both articles suggest that McDonald's could do the world a favor by promoting healthy foods that are less likely to contribute to obesity than does their current fare. In other words McDonald's can solve the obesity problem with healthier offerings. But my question is "Where is the parent in this decision process?"

UPDATE -
The story has reached Europe! The headline of Britain's Telegraph screams "Children Seduced by McDonald's Packaging." The "solution" is to ban advertising on any TV show that has viewers younger than nine years old. I guess the question now is "Where is the nanny?"