Blog: Krispy Kreme comes in for grade A criticism

Catherine Sleep | 27 August 2004

US doughnut maker Krispy Kreme has come in for sharp criticism after it launched a promotion offering schoolchildren a doughnut for every A grade on their report cards. Tough call – on the one hand it’s understandable that any company wants to sell more of its product, indeed that’s its raison d’être.

But I’m uneasy with the whole concept of rewarding good grades or even good behaviour with foods of, let us say, marginal nutritional benefit. When we start rewarding good behaviour by offering particularly exotic fruit, for example, we may start changing ideas about what constitutes a ‘treat food’ and what does not. It’s too late for most of us but not too late for our kids.

It also reminds me of Cadbury's Get Active! campaign which was slammed for inciting kids to collect chocolate wrappers to swap for sports equipment. Let's just say we're told they have no plans to repeat that particular campaign.

Wrong campaign for the right reasons?


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