McDonald’s to get more from Ronald


The mascot is probably the most famous character in eating out marketing, but has come under fire from some health campaigners recently for promoting unhealthy eating among children.

Kevin Newell, chief brand officer for McDonald’s, revealed that rather than scrapping the mascot, there would be much more to come from him. “Ronald isn’t going anywhere. In fact my goal is to make Ronald more prominent. He is the best ambassador we have for children’s wellbeing and promoting a balanced lifestyle and getting active. People have gone after Ronald for this, that and the other. Ronald doesn’t promote food. I challenge anybody to find an ad where they have seen Ronald actually promoting food.” He could be used to encourage children to follow active lifestyles, Newell added.

Brand Republic says the decision will stir up more controversy among health campaigners, who argue that McDonald’s should scrap Ronald and its Happy Meals—leading to frustration at the chain, which says a ban would interfere with people’s choice. It points out that Ronald, who was created in 1963 but has not been featured in a UK TV ad since 2004, is still used for restaurant openings and other promotional activity.

For the full story, see McDonald’s to bring Ronald back to the fore.