Hungry Jack's

Ad:
This television advertisement for Hungry Jacks Kids Club Meals featured SpongeBob SquarePants characters.  The voice over states "Ahoy kids. SpongeBob SquarePants and his bikini bottom friends, Patrick, Sandy and Squidward are celebrating their 10th anniversary at Hungry Jacks!"  Images of a kids' meal, with chicken nuggets and water are shown, along with images of toys as the voiceover states "Buy a Kids Club Meal...and get an action swimming or floating SpongeBob SquarePants Toy. Arrrrghhh. There are four to collect so dive into Hungry Jacks to grab yours today".

Where it appeared:
On television, September 2009.

The community said:
The advertisement breaches the relevant advertising standards for marketing foods to children advertisement because the products do not meet the 'Nutrition Criteria for assessing children's meals' within the Australian Quick Service Restaurant Industry Initiative for Responsible Marketing to Children (QSRI). Further, the ad is directed specifically at children, featuring toys, activities, cartoons and animations.

What the advertiser said:
"We cannot deny that the meal promoted in this TVC did not fully comply with the Nutrition guidelines as stated in the Initiative, however as the initiative came into effect during the production of this activity we did make last minute changes to the meal advertised to make it the most appropriate we could at the time."

"We respectfully request that this complaint be dismissed..."

What the Advertising Standards Board said:
The Board determined that the advertisement did not meet the nutrition criteria set out in the relevant voluntary advertising initiative (QSRI).

OPC discussion:
The Board upheld the complaint. The advertisement was not shown thereafter. 

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