Does This Look Like Health Food?

By way of self-regulation, marketers manage to fight back fed clampdown on kid food ads—for now

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Perhaps nothing illustrates the debate over marketing food to kids better than the current ad campaign for the revamped, healthier Happy Meal from McDonald’s.

An animated TV spot targeting children 8 to 11 from Leo Burnett hits all the hot spots of the obesity uproar. In the ad, a kid named Ferris teaches his pet goat to eat a better diet of fruit and dairy, aided by a catchy rhyme reminiscent of Mother Goose. There’s no mention of burgers or the much smaller portion of fries in the new Happy Meal, which features apple slices and fat-free chocolate milk.



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