The Robert Wood Johnson Foundation
Jan 23, 2008
McDonald's USA has announced that it will end promotions for its Made the Grade program, which rewards students in kindergarten through fifth grade in Seminole County, Fla., with Happy Meals for good grades and attendance records, the New York Times reports. Sponsored by the Seminole County school board and owners of local McDonald's restaurants, the program printed report-card jackets with McDonald's logos and characters, encouraging children to redeem their food prizes. The promotion spurred an outcry among some parents and anti-obesity advocates, who said it contradicted McDonald's USA's pledge to limit advertisements to children in schools and voiced concern about linking junk food to academic performance. In addition to halting the promotions, McDonald's will pay to reprint the report card jackets, omitting any promotions for the program or McDonald's trademarks.