McDonald's ad accused of exploiting childhood bereavement
posted on 16th May 2017
McDonald's UK has apologised for upset caused by a TV advert that charity campaigners have said 'exploits childhood bereavement.' The advert shows a child asking about his dead father and thinking they had nothing in common until it is revealed they share the same favourite menu item. It's a rare false step from a company which, through its Ronald McDonald Houses charities, has always been seen as a major supporter of families facing challenges.
The campaign has attracted criticism from widows who called it 'offensive'.
A McDonald's spokesperson said: 'This was by no means an intention of ours.'
'We wanted to highlight the role McDonald's has played in our customers' everyday lives - both in good and difficult times,' the spokesperson added.
Bereavement charity, Grief Encounter said it had received 'countless calls' from parents saying their bereaved children had been upset by the advert.
The campaign, from London-based advertising agency Leo Burnett, first aired on 12 May and is scheduled to run for seven weeks.
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