Children’s Food Campaign takes on Burger King over Indiana Jones promotion
July 30, 2008 « Previous Page — Next Page »
The Children’s Food Campaign has written a letter to Burger King’s Head of Marketing, attacking the chain for its promotion of fast food to children using the new Indiana Jones film.
The letter criticises the chain for using Indiana Jones posters, packaging and toys to promote its Kids Menu. The promotion comes just months after the high street giant signed a pledge that purported to cease all advertising to children on TV, in print or through the internet. The campaign is calling on Burger King to end its practice of using film tie-ins to promote its brand to kids.
Burger King was found to be giving away one of eight Indiana Jones themed toys with every purchase from its kids menu. This is despite the fact that in December 2007, Burger King was one of eleven food companies which signed the EU pledge, committing itself to “change…food and beverage advertising to children in support of parental efforts to promote healthy lifestyles”.
Toys include Boulder Escape Indy; Stunt Jump Indy; the Tricky Treasure and the Temple of Mystery.
Jackie Schneider, mother of three and founder of Merton Parents for Better Food in Schools, said “This deal is a seedy attempt by Burger King to appeal directly to our kids to repeatedly visit Burger King, and undermines parental attempts to encourage a balanced diet.”
This shameless attempt to cash in on the success of the Indiana Jones film to sell burgers to children is completely inconsistent with Burger King’s claims to support health. Once again, the food industry has shown that they cannot be trusted to self-regulate.
The letter, and pictures of Burger King’s Indiana Jones burger bag, are available at www.sustainweb.org/news.php?id=217
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