Biggest food and beverage companies slammed at Fame and Shame Awards
Nicole French - Director of Exercise for Rehabilitation and Health was in the media again this week as an advocate for the 2018 Parents Voice Fame and Shame Awards; she was also the host. For the full scoop of the shameful winners news.com.au has us covered so keep reading.
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Coles might have won the great supermarket collectables war with its Little Shop toy giveaway but parents say the level of pestering from children was unprecedented.
Written by : Shireen Khalil
Publsihed in news.com.au (click for full story from their website)
DECEMBER 4, 2018 3:12PM
Nestle has taken out the gong for a “misleading children’s campaign” at an annual awards event exposing the worst of junk food marketing.
Stealing the crown from last year’s “winner” Kellogg’s, the world’s largest food and beverage company took out the Smoke and Mirrors category at the 14th national Parents’ Voice Fame and Shame Awards in Victoria today.
Nestle was pulled up for its campaign calling on children to “add more to milk” with MILO, failing to mention it contained 9g of added sugar.
Nestlé nutritionist Megan Nader told news.com.au Milo does contain some sugar, “although some is naturally occurring and it is not all added.”
“Its main role is to support kids’ meeting dairy and nutrient intakes by adding extra calcium, protein, iron and vitamin D to a glass of milk,” she said.
And, despite its huge popularity, it was the Coles Little Shop campaign that claimed the Pester Power award for featuring products that appeal to children such as Nutella, Tim Tam and Oak chocolate milk.
Nicole French, a parent member of Parents’ Voice, said that the level of pestering the Little Shop campaign encouraged in children was almost unprecedented.
“Through play with these products, our children learn unhealthy habits that may last a lifetime,” Ms French said.
But Coles said it was “blown away with customer engagement and feedback to Little Shop”.
“They told us it made them excited to shop and it appealed to customers of all ages. Whether they were collecting for themselves, their family members, neighbours or work colleagues, “Little Shop brought people together and they had a lot of fun with it,” the spokeswoman said.
“We saw schools using them as teaching aids, they were being used as fun accessories, and we’re even hearing that customers will be using them as elves on shelves this Christmas.”
McDonald’s also copped flak at the awards that aim to promote a healthy lifestyle for children. The “Happy Land” app received the Digital Ninja award for being the digital media campaign “most obviously targeting children and driving unhealthy participation in the brand”.
Parents’ Voice campaigns manager Alice Pryor slammed the campaigns for not “contributing to healthier futures for our kids”.
In the drinks category, Gatorade copped the The Foul Sport award for its “The Game is Never Over” campaign featuring AFL’s Scott Pendlebury.
“Parents are fed up with sports drinks such as Gatorade marketing to kids via their sporting heroes,” Ms French said, explaining “nine teaspoons (36g) of added sugar per 600ml bottle — Gatorade is more likely to lead to weight gain than sporting prowess.”
