Work Hard At School, Get Free Happy Meal

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Ad Age reports that McDonald’s has found another way to reach their best customers.

The Golden Arches picked up the $1,600 cost of printing report-card jackets for the 2007-2008 school year in Seminole County, Fla., in exchange for a Happy Meal coupon on the card’s cover. With 27,000 elementary school kids taking their report-card jackets home to be signed three or four times a year, that’s less than 2 cents per impression.
Children 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.

Designer, Debbie Millman, calls the move, “yet another reason why civilization is doomed.”
I’ll just add that this wouldn’t happen if we funded our schools properly. But since we have other priorities, schools are woefully underfunded and that opens them up to finding funding where they may.

About David Burn

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. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.