We all know about the big M’s ongoing problems with health issues, so what – now that most people have heard the controversial statements and seen films like Super Size Me – are they doing about it?
Well, in the UK they’re sidestepping a recently introduced ban on junk food advertising (as if that’ll stop the cave-dwelling Brits eating too much!). Can’t advertise on TV? No problem. Let’s get to kiddies online. They’ve been rumbled of course, as this screenshot from the Daily Telegraph website shows. Now now McDonalds, you should know better:
Meanwhile, in Germany, they are jumping into bed with reputable suppliers of less unhealthy foods (or owners of less tarnished brands). As my MBAs will confirm, their ketchup is actually made by a leading Bavarian mustard maker. And now this latest alliance with Iglo has been pointed out to me by another keen-eyed MBA (thanks Jelena):
It’s a neat strategy. If your brand is looking bad, then make it look better by injecting it with someone else’s positive brand values – in return for asking them to supply you with produce to the entire franchise. Whether Iglo gains from this I’m not sure. In any case, Unilever (who owned the brand for 45 years) may not have thought so. They sold the brand in 2006, along with the brand’s English cousin, Birds Eye. And from what I know of Unilever from the inside out, they would never have gone along with this sort of co-branding!