Fast food chain Burger King has apparently come under fire by children's food campaigners over its new promotion to tie in with the new Indiana Jones movie.
Marketing Week has reported that the Children's Food Campaign has written to Burger King's head of marketing David Kisilevsky, criticising the chain for giving away Indiana Jones toys with every purchase from its kids menu, plus using posters and packaging to support the film in-store.
The promotion comes after Burger King signed up to an EU pledge committing to 'change...food and beverage advertising to children in support of parental efforts to promote healthy lifestyles'.
"This is a shameless attempt to cash in on the Indiana Jones film to sell burgers to children," said Richard Watts, coordinator of the Children's Food Campaign. "It's completely inconsistent with their claims to support children's health."
According to the report, Burger King hit back by saying that promotional activity is in line with regional marketing strategies and that in the UK the toys will only be promoted in-store and not on TV. It said the deal was signed at least a year in advance of the cinema release.