Children's Food Campaign slams Burger King's 'Indy' cash-in

Children's food campaigners have written to Burger King's Head of Marketing, attacking the chain's decision to market junk food to children using the new Indiana Jones film. The promotion comes just months after the high street giant signed a pledge to cease all advertising to children on TV, in print or through the internet.

The letter criticises the burger chain for giving away one of eight Indiana Jones toys with every purchase from its Kids Menu, as well as using Indiana Jones posters and packaging in its restaurants. This is despite the fact that in December 2007, Burger King was one of eleven food companies which signed the EU pledge, committing itself to �change...food and beverage advertising to children in support of parental efforts to promote healthy lifestyles�.

Richard Watts. Coordinator of the Children's Food Campaign, said: �This is a shameless attempt to cash in on the Indiana Jones film to sell burgers to children. It's completely inconsistent with their claims to support children's health�.

�This promotion shows just how little we can believe the food industry's claims that they can be trusted to self-regulate. Children's diets are in crisis and we need the government to step in to protect children from junk food marketing.�

Jackie Schneider, mother of three and founder of Merton Parents for Better Food in Schools, said �This deal is a seedy attempt by Burger King to appeal directly to our kids to repeatedly visit Burger King, and undermines parental attempts to encourage a balanced diet."

The letter from The Children's Food Campaign, a coalition of over 170 health, consumer and children's organisations, calls on Burger King to end its practice of using film tie-ins to market food to children.

The letter reads: �Giving away a wide range of toys  encourages children to return to Burger King again and again and collect the set. Encouraging regular repeat visits to your restaurants will contribute to the current diet-related health crisis. As you know, promotions to children play an important part in shaping their food preferences and encouraging regular visits does not promote a balanced diet.�

Toys include Boulder Escape Indy; Stunt Jump Indy; the Tricky Treasure and the Temple of Mystery.

Ends

For further information please contact Richard Watts from the Children's Food Campaign on 07710 782719.

 

Notes to editors:

1. The Children's Food Campaign wants to improve children's health and well-being through better food - and food teaching - in schools, and protecting children from junk food marketing.  We are supported by over 300 national and local organisations and 12,000 members of the public.  We were behind the ground-breaking Children's Food Bill introduced into Parliament in April 2008. The Children's Food Campaign is coordinated by Sustain: the alliance for better food and farming.

2. The Health Survey for England found 28% of younger children and 40% of older children are obese or overweight. The survey also estimated that at least one third of girls and half of boys will be obese by 2020. The Bogalusa Heart Survey showed that three quarters of obese children remain obese as adults.  The survey is available at www.ic.nhs.uk/webfiles/publications/hsechildobesityupdate/HealthSurveyForEngland210406_PDF.pdf

3. The EU pledge is endorsed by the World Federation of Advertisers and aims to commit the food industry to using commercial communications to support parents in making the right diet and lifestyle choices for their children. The text of the pledge is available at http://www.eu-pledge.eu/

4. Last month (25 April), Nigel Griffiths introduced to Parliament the Food Products (Marketing to Children) Bill, supported by 228 MPs. The Bill sought to introduce a 9pm watershed for junk food advertising and to protect children from all forms of junk food advertising, including free gifts and packaging likely to appeal to children.  It was blocked at second reading by 3 MPs talking it out.

5. The British Heart Foundation Food4Thought survey found that 67 percent of children surveyed do not consider fast food to be a treat. The survey of more than 500 children aged 7-14 and more than 1,000 parents in Great Britain was conducted by BMRB from 8-21 November 2007.  It also found that a third (33%) of parents are not aware of food and drink companies using a celebrity or cartoon to promote a food or drink product.

6. The National Diet and Nutrition Survey found that:

• 92% of children consume more saturated fat than is recommended 
• 86% consume too much sugar 
• 72% consume too much salt 
• 96% do not get enough fruit and vegetables. 

The Chief Medical Officer has compared the crisis in children's diets to a health 'time bomb' which must be defused.

 

Children's food Campaign letter to Burger King's Head of Marketing

David Kisilevsky
Senior Marketing Director
BurgerKing Limited
Lakeside House
1 Furzeground Way
Stockley Park East
Uxbridge
Middlesex UB11 1BD

28th May 2007

Dear Mr Kisilevsky,

I am writing on behalf of the coalition that support the Children's Food Campaign. We are very disappointed to see that Burger King is using the Indiana Jones film to promote its products to children.

Last year Burger King signed the EU pledge to cease �advertising of products to children under 12 years on TV, print and internet.� Given that Burger King continues to market its products to children using point-of-purchase posters; packaging and free gifts, your pledge is at best misleading and at worst, disingenuous.

Giving away a wide range of toys  encourages children to return to Burger King again and again and 'collect the set'. Encouraging regular repeat visits to your restaurants will contribute to the diet-related health crisis. As you know, promotions to children play an important part in shaping their preferences and encouraging regular visits does not promote a balanced diet.

Portraying Burger King as a brand which takes a responsible attitude to marketing to children is inconsistent with the current Indiana Jones promotion. The use of toys and  a tie-in to a children's film undermines the credibility of your EU pledge commitment �to change...food and beverage advertising to children in support of parental efforts to promote healthy lifestyles�.

We urge you to reconsider the practice of using film tie-ins to target children and look forward to hearing from you.

Yours sincerely,

Richard Watts
Campaign Coordinator
Children's Food Campaign