By John Glenday

McDonald’s has apologised for the ‘upset’ generated by a controversial TV advert after being accused of ‘exploiting childhood bereavement’ by charities.

Launched last Friday the seven-week campaign, devised by Leo Burnett, depicts a young boy struggling to come to terms with the death of his father, only to find happiness again in the guise of a Filet-o-fish burger – his father’s favourite dish.

Campaign groups representing widowers condemned the depiction however, labelling the piece as “offensive”, while bereavement counsellors claimed to have received ‘countless calls’ from anguished children upset by what they had seen.

Dr Shelley Gilbert, founder and Read full story ›

Source: The Drum