Get an ‘A’, Get a Happy Meal

Ad Age had an interesting article last week detailing McDonald’s latest strive to market itself to pre-adolescent tykes by plastering Ronald McDonald and a happy meal coupon on the front cover of report cards. According to Ad Age, kinderpoops who earn all A's and B's, have two or fewer absences or exhibit good behavior are entitled to a free happy meal at a local McDonald's -- so long as they present their report card.

While not an entirely novel idea - I say Kudos to McDonald’s for having the guts to do it. I mean, if it were Healthy Choice soups, parents and children's advocacy groups probably wouldn't have much gripe about it.

I never had free meal coupons on my report cards for doing well or behaving well but I do remember the ice-cream and pizza parties sponsored by the teachers. And wow was that a treat - both times (usually, I was tossed out of the running on account of bad, er aggressive, behavior). Frankly, I don’t understand why every company vested in the teen and pre-teen category doesn’t attempt to do the same thing. For pricier items – say new shoes, a backpack, school clothes, or school supplies – for every report card you get ‘X’ number of dollar credits for good grades and good attendance and at the end of the year if you’ve accumulated a certain number of points..it’s free! That or you get a good student discount. What kid doesn’t need these things and what parent wouldn’t be happy to have the help. Besides, I thought coupons were a staple of American living….

Now, I understand that it’s McDonald’s – far from being a member of the healthy foods category and I also understand the perspective that advertisements should steer clear of kids – period; But come on, if we can advertise cell phones to tween toddlers ‘just because’ – I think we can advertise a free kiddie meal for good grades and good classroom attendance. After that, it’s up to the parents to exercise those parenting skills and make their own judgment call.

Really though, at the end of the day, are 4 Happy Meals a year so bad if your kid excels in school and refrains from exhibiting violent behavior? Hmm,...me thinks yes.