The Worthy Adversary

Author: Joelle Casteix

  • McDonald’s Fatal Marketing Flaw and How to Fix It

    I know that this blog post is totally off topic. But bear with me.

    McDonald's marketing? I'm not lovin' it
    McDonald’s marketing? I’m not lovin’ it.

     

    Think about this: When you want a hamburger, does an ad for oranges, milk, and yogurt entice you? What if the ad also tells you to exercise?

    This week McDonald’s CEO Don Thompson stepped down after more than 25 years with the company. It’s been a dismal year for the fast food giant—low monthly sales, a tainted meat scandal, etc. There have also been some court rulings on McDonald’s relationship with the employees in its franchised restaurants that have not bolstered confidence in the way the corporation is run.

    But I am not here to talk about that. Instead, I have a humble suggestion for Thompson’s successor and his marketing and advertising departments: Quit bowing to the food police and advertise what you really are—fast food.

    What do I mean? Well, as a mother and a former PR/marketing professional, my worlds collide the second my son turns on the television. (Yes, he watches TV. He also plays video games, although he’s not a huge fan of fast food. But I love fast food, and I am not ashamed to admit it).

    The ads that annoy me the most? The McDonald’s Happy Meal.

    It’s not because the ads have a stupid jingle (Stompies, anyone?), or that they make my son churn with envy (anything Lego). It’s because McDonald’s has it all wrong. They don’t understand their market, they don’t understand their product, and they certainly don’t understand their consumer benefits.

    What do I mean? If you turn on any of the kid-centered TV networks, the you’ll find ads touting the goodness of yogurt, milk, oranges. The ads will talk about the fun of exercise and the importance of reading. And these ads for for the McDonald’s Happy Meal. Exercise, oranges and milk are NOT benefits that McDonald’s customers want. That’s what HOME is for.

    The corporation has bowed to critics who claim that the Happy Meal is junk food and should be more healthy. But it’s not McDonald’s job to fight the obesity crisis. It’s their job to sell food. Their product is comfort fast food. Their market is people who want comfort fast food. The benefit is that comfort fast food makes people happy (McDonald’s french fries make me very happy). But McDonald’s has totally lost sight of that.

    Let’s face it, McDonald’s: Leave the health food to Whole Foods and stick to what you know. If I want my kid to have the goodness of oranges, yogurt, and milk, I will open the fridge and give it to him. If I have a hankering for junk food, I will go to a hamburger joint.

    But I am not going to go to McDonald’s (food quality aside), because their ads keep trying to tell me to eat healthy and get more exercise. I get plenty of exercise and I eat healthy 88% of the time. I go to fast food for a TREAT. So instead, I am going to go to Carl’s Jr. or In-N-Out, because they make no excuses for what they are. And really: why is a fast food restaurant telling kids to exercise? That’s not their mission. Their mission is FOOD.

    It’s time for McDonald’s to tell the health food lobby to lump it and embrace who they are: fast food that reminds you of childhood. They should market themselves like other fast food places, with good, “hamburger joint” food for special occasions and treats.

    If people decide to eat there every day, that’s their decision. But I’ll tell you this: the people who eat there every day aren’t eating oranges and yogurt.

    But I doubt the McDonald’s folks will listen to me …

     

     

  • Ask a Question Friday: How can I learn more about the Survivors’ Movement

     

    (Note: Yes, I am actually posting this on a Friday. Shocker.)

    How can I learn more about the Survivors’ Movement and SNAP, that organization with whom you do so much work? Is there anywhere I can hear the best and brightest speakers on the topic and meet people who are working for justice for adult victims of child sexual abuse (as well as stopping the cycle and preventing abuse)?

    The best place to learn about the Survivors’ Movement and legislative change, hear the latest news, meet leaders and newsmakers, and get the best information on abuse prevention and victim healing is to attend the SNAP (the Survivors Network of those Abused by Priests) Annual Conference. I am not a huge fan of conferences, but the SNAP conference—scheduled for July 31-August in Washington, D.C. (Alexandria, VA)—hosts the best and brightest speakers who are totally engaged in helping survivors and protecting kids. You can go for a day or the whole weekend.

    If you are interested in presenting, you can download the request for proposals here.

    The organizers do a great job every year to make the conference fun, engaging, relevant, and life-changing. You will do yourself a service by attending.

     

  • You asked. We listened.

    YesMySonKindle

    You’ve been bugging me for years. So now you can all clam up and put your money where you mouth is.

    YES, MY SON. WINE IS ONE OF THE FIVE FOOD GROUPS, the definitive collection of my humorous Facebook posts, is available for your Kindle (or your ebook reader on your computer) and in paperback. And while I am not one to boast, I had forgotten how funny a lot of this stuff was.

    So here is what I need from you:

    1. Please buy the book. It’s super affordable. In fact, buy a couple. They’re small.
    2. Consider writing a review. A nice one. Heck, I’ll even write it for you to post.
    3. Tell your friends. Tell everyone you have ever met. Tell anyone with a pulse.
    4. Spread the love on social media. Post about the book on Facebook or Twitter. Talk about it on Goodreads (as of this writing, the book isn’t up yet. Just give it some time).

    What will you get in return? Laugh-out-loud fun, love, good karma, extra Christmas presents from total strangers, and … most importantly, my unending respect and gratitude. All for $2.99.

    I bet your $3 latte never did that for you.

     

  • Book Announcement

    THE WELL-ARMORED CHILD: A PARENTS’ GUIDE TO PREVENTING ABUSE has found a home (before it ends up in your home and the homes of all of your friends).

    The manuscript has been accepted by the Greenleaf Book Group and will be published under the River Grove imprint. Expect to see the book on Amazon and available for order in late August 2015. It will also be available for order by book stores and groups.

    Yay!

     

     

  • Ask a Question Friday: My kid is too young for prevention education

    Q&A

    Joelle, you constantly stress how important it is to “armor” your child against abuse from as early as infancy and toddlerhood. I don’t agree. My child is too young to know about sex. Why do you insist on exposing children so early and ruining their innocence?

    Armoring your child does NOT include talking about sex. You can empower your child and teach her and yourself the tools you need WITHOUT destroying her innocence. You do not need to get into uncomfortable discussions about biology, where babies come from, shame, sexuality, morality, or religious views on sex. Your child doesn’t understand and doesn’t care. He just wants to be safe and empowered.

    When I talk about “armoring” your baby and toddler, I mention NOTHING about sex, abuse, or anything else that destroys a child’s innocence. Instead, I talk about the importance of establishing boundaries and schedules for infants and toddlers, as well as using consistency and love in discipline. For toddlers, I stress knowing the correct names for body parts and allowing your child to refuse hugs and kisses from adults. You can learn more here.

    Your child’s innocence is a gift. Armoring your child reinforces that innocence. And it’s totally in your power and control.