• Ad Age, Friday, December 7, 2007 11:45 AM

McDonald's has found a new way to reach youngsters as its TV options shrink -- and it's drawn some fire. The Golden Arches is looking to report cards to reach students and, presumably, their parents, picking up the modest cost of printing report-card jackets for the 2007-2008 school year in Seminole County, Fla., in exchange for slapping a Happy Meal coupon on the cover. Some 27,000 elementary school kids take their cards home to be signed three or four times a year, for a very low cost impression.

Youngsters who earn all A's and B's, have two or fewer absences and/or exhibit good behavior will get free food if they bring their report card. Not surprisingly, some advocacy groups are less than pleased. "Lots of companies advertise directly in schools, but ... it bypasses parents and targets children directly, [telling them] that doing well in school should be rewarded by a happy meal," says Susan Linn, director of the Campaign for a Commercial-Free Childhood.

However, Regina Klaers, spokeswoman for the school district, says report cards have contained some form of ad for a decade the last decade. Until this year, Pizza Hut was the sponsor. She adds that only one parent has ever complained.

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