Fame & Shame Awards 2017: Kellogg’s, Macca’s & Coke All Named & Shamed
Kellogg’s has taken out two of the five Shame categories in the 2017 Parents’ Voice Fame and Shame Awards. Recognised in the Digital Ninja and Smoke and Mirrors categories, Kellogg’s was shamed for promoting some of its most unhealthy products to children.
Now in their 13th year, the Fame and Shame Awards highlight the worst of junk food marketing to kids.
Kellogg’s’ Halloween partnership with Shazam received the Digital Ninja award for being the digital media campaign most obviously targeting children and driving active participation in the brand. “Kellogg’s has once again disregarded the health of Australian children by developing campaigns which target a young audience. The use of augmented reality technology, in conjunction with a Halloween campaign, is clearly designed to appeal to children,” said Alice Pryor, Parents’ Voice campaigns manager.
This year’s winners and losers included:
Kellogg’s also picked up the Smoke and Mirrors award for its LCMs commercial, making an unhealthy product appear healthier than it is. “Despite the featured LCMs bars scoring as low as 0.5 health stars, Kellogg’s has presented them as an appropriate everyday addition to lunchboxes,” Pryor added.
McDonald’s’ Made for Family/Despicable Me 3 Family Box commercial claimed the Pester Poweraward. Featuring a young boy wearing a minion bodysuit and visiting McDonald’s, the ad further calls into the question the motivations of a company found to account for 47 per cent of all unhealthy food advertisements on primetime television.
The Foul Sport award was presented to Coca-Cola for its POWERADE Powerscore campaign. The campaign used sporting identities including former Australian cricketer, Mitchell Johnson, and rugby league star, Billy Slater, to promote unhealthy food and drinks to children.
“Parents are increasingly frustrated that children are constantly exposed to products which are inconsistent with healthy lifestyles and indeed, sporting careers,” Pryor continued. “Sports drinks are not an essential part of being active. POWERADE ION4, featured in the ad, contains more than eight teaspoons of added sugar. This is almost the total daily allowance of added sugars for a 9-year-old child.”
Coca-Cola’s Coke Summer took out the final Shame award, becoming the inaugural Bother Boards recipient for using interactive billboards in shopping centres, indoors or outdoors, in an attempt to influence children. The billboard in question, by oOh! media, asks teenagers to use their phones to connect to the panel, throwing ice cubes at cans of Coke, with winners receiving a can dispensed directly from the panel.
“This new technology sets a bad precedent and further exploits children vulnerable to persuasive food and drink marketing,” said A/Prof Matt Hopcraft, CEO of the Australian Dental Association Victorian Branch. “Two in five Australian children aged 12-14 years have tooth decay in their adult teeth. Campaigns such as these make matters worse and encourage younger children to aspire to these unhealthy behaviours.”
While Parents’ Voice is dismayed by the range of the Shame awards this year, its members are equally pleased by the efforts of companies encouraging children to adopt healthier food and drink choices. This year, Aussie Apples took out the two major Fame categories, while ALDI and Netball Australia were also recognised.
In the Parents’ Choice Award for Food, Aussie Apples’ Get Your Crunch On campaign won from a strong field which included Heinz, Uncle Tobys and Brownes Dairy. The advertisement shows apples picked from trees placed in lunchboxes for school kids, who consume the fruit in the company of active dancers and netballers.
The final Fame category, Parents’ Choice Award for Physical Activity, saw ALDI tie with Aussie Apples for its partnership with Netball Australia, beating AFL Auskick and Cricket Australia’s Play For More campaign to the finish line. ALDI’s MiniRoos commercial encourages kids to take up a junior soccer program, while the partnership between Aussie Apples and Netball Australia delivers apples to netball carnivals and professional games across the nation.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.