McD’s Jumps Through Hoops (Morgan Spurlock, It’s All Your Fault)

fruitbuz1.jpg
Let’s assume for the sake of argument that there is such a thing as a fruit buzz. After all, I do feel pretty good after ingesting fresh fruit. What puzzles me here is the fact that McDonald’s is going after the low-hanging fruit, as it were. The young ladies concerned with tight-fitting jeans are already convinced that fruit salad is the way to go. It seems the burger chain might do more good (and that is the point, is it not?) if they targeted the fattened on sugar and beef among us, using some truly persuasive selling to make us really want that fruit salad.
Thanks to Adfreak for the pointer.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. I hear you, David, but wouldn’t that merely shift their largest target market (“the fattened on sugar and beef among us”) away from their Big Mac consumption to their fruit offerings, which is probably less profitable?
    They DO need to convince the “healthy elite” that McD’s has something for them, too, as they are more than likely not regular customers.
    I don’t like it…I’m just tryin’ to kick facts.

  2. I hear you, David, but wouldn’t that merely shift their largest target market (“the fattened on sugar and beef among us”) away from their Big Mac consumption to their fruit offerings, which is probably less profitable?
    No advertising (that I’ve ever seen) is powerful enough to achieve that.

  3. I agree David, they should show both skinny and fat people eating fruit, salads, water, etc.
    If it was only fat people shown, people would think: “I can’t order that, only really fat people eat fruit to lose weight”.
    If McDonalds tries to be benevolent and help people eat more healthy and rationally, this is good karma for McD.
    Also, when offices order out or go out to lunch, the meat eaters and the vegans can all go to McDonalds.
    What I hate are all the Hardy’s commercials. Stink.