Apple Jacks ad campaign disparages apples, should be pulled, say groups
Apple Jacks ad campaign disparages apples, should be pulled, say groups
As a mother and an advocate against junk food marketing, Margo Wootan said she could not believe an ad campaign that pitched Apple Jacks cereal by telling kids that apples were sour and not as tasty as the sugary breakfast cereal.
As a result, the Center for Science in the Public Interest and the Produce for Better Health Foundation joined forces in asking Kellogg to discontinue its television, web and print advertising campaign and to adopt a better policy for marketing foods to children.
"It's bad enough that Kellogg is selling a cereal that has more sugar, and, in fact, more salt, than apples or apple juice concentrate," said Dr. Wootan, director of CSPI's nutrition policy. "But to then go and trash the taste of real apples adds insult to injury.
In fact, she said, sugar is the number one ingredient in the cereal.
"Kellogg's is using the good name of apples to make parents feel better about the brand, but the company is actually disparaging this healthful food in its messages aimed at children, said Elizabeth Pivonka, president and CEO of Produce for Better Health Foundation. "Parents can feel good about giving apples to kids, but Apple Jacks has more sugar than any other ingredient and just one gram of fiber.
At issue are ads that describe "Bad Apple as sour and grouchy, while another character, CinnaMon, a cinnamon stick, is "laid back and "happy. The ad tells kids that "Apple Jacks doesn't taste like apples, -- as if that's a good thing -- "because the sweet taste of cinnamon is the winner, mon.
Web-based viewers can access the campaign at applejacks.com.
Kellogg said the ad campaign was never designed to discourage kids from eating apples.
"Kellogg has a long-standing commitment to advertise in a responsible manner, said Jenny Enochson, Kellogg's senior director of marketing communications. "The current Apple Jacks campaign is intended to be a light-hearted and fun way to communicate the cinnamon great taste of the cereal. It is not intended to disparage apples or discourage children from eating apples.
When asked whether Kellogg would take another look at its marketing policy, Ms. Enochson said, "We take all concerns about our advertisements seriously. When we receive feedback, we carefully review our approaches to ensure we are communicating clearly and accurately with consumers.
But in a July 20 letter to Kellogg CEO James Jenness, the groups said that many parents find it difficult to feed their children healthy diets "given the incredible abundance and aggressive marketing of low-nutrition foods to children. Food marketing plays a role in the rising obesity rates, and studies show that most children are not eating the recommended amounts of fruits and vegetables.
Dr. Wootan polices ads as part of CSPI's stepped-up scrutiny of junk-food marketing to kids. After seeing the ad for the breakfast cereal, she called PBH and asked if it shared CPSI's concerns. The groups have worked together in the past in seeking more nutrition resources and improving the quality of foods offered in schools.
Dr. Wootan said that she was encouraged that the company had scheduled a conference call with the nutrition advocates to respond to the letter. "That's a good sign, she added.
As a result, the Center for Science in the Public Interest and the Produce for Better Health Foundation joined forces in asking Kellogg to discontinue its television, web and print advertising campaign and to adopt a better policy for marketing foods to children.
"It's bad enough that Kellogg is selling a cereal that has more sugar, and, in fact, more salt, than apples or apple juice concentrate," said Dr. Wootan, director of CSPI's nutrition policy. "But to then go and trash the taste of real apples adds insult to injury.
In fact, she said, sugar is the number one ingredient in the cereal.
"Kellogg's is using the good name of apples to make parents feel better about the brand, but the company is actually disparaging this healthful food in its messages aimed at children, said Elizabeth Pivonka, president and CEO of Produce for Better Health Foundation. "Parents can feel good about giving apples to kids, but Apple Jacks has more sugar than any other ingredient and just one gram of fiber.
At issue are ads that describe "Bad Apple as sour and grouchy, while another character, CinnaMon, a cinnamon stick, is "laid back and "happy. The ad tells kids that "Apple Jacks doesn't taste like apples, -- as if that's a good thing -- "because the sweet taste of cinnamon is the winner, mon.
Web-based viewers can access the campaign at applejacks.com.
Kellogg said the ad campaign was never designed to discourage kids from eating apples.
"Kellogg has a long-standing commitment to advertise in a responsible manner, said Jenny Enochson, Kellogg's senior director of marketing communications. "The current Apple Jacks campaign is intended to be a light-hearted and fun way to communicate the cinnamon great taste of the cereal. It is not intended to disparage apples or discourage children from eating apples.
When asked whether Kellogg would take another look at its marketing policy, Ms. Enochson said, "We take all concerns about our advertisements seriously. When we receive feedback, we carefully review our approaches to ensure we are communicating clearly and accurately with consumers.
But in a July 20 letter to Kellogg CEO James Jenness, the groups said that many parents find it difficult to feed their children healthy diets "given the incredible abundance and aggressive marketing of low-nutrition foods to children. Food marketing plays a role in the rising obesity rates, and studies show that most children are not eating the recommended amounts of fruits and vegetables.
Dr. Wootan polices ads as part of CSPI's stepped-up scrutiny of junk-food marketing to kids. After seeing the ad for the breakfast cereal, she called PBH and asked if it shared CPSI's concerns. The groups have worked together in the past in seeking more nutrition resources and improving the quality of foods offered in schools.
Dr. Wootan said that she was encouraged that the company had scheduled a conference call with the nutrition advocates to respond to the letter. "That's a good sign, she added.
