Hall of Shame

The Hall of Shame recognises previous recipients of the Shame Awards for Pester Power, Smoke and Mirrors, Techno-Hack, Bad Sport and School Food Bully. Over the years, many of these categories of shame have been awarded time and again to food industry giants, Kellogg and McDonald's.

The Shame Award for Pester Power recognises the food marketing campaign that members hate the most for encouraging children to nag for unhealthy foods.

Previous recipients of this award include:  

2012: Kellog's LCM Bar - ad that suggests a different LCM bar in a lunch box every day increases popularity at school

2011: Kellogg's LCM 4D Choc - this latest reincarnation of the LCM bar targeting teenagers has the side effect of making this product appear ‘cool’ to younger children.

2010: Kellogg's LCMs, for TV ads that convey to children than having an LCM bar their lunchbox will make them popular in the playground.

2009: McDonald's Happy Meal 'Box of Play' TV ads which feature toys and animations to appeal to children, with only minimal attention to the actual food and drink contents.

2008: McDonald's 'Kung Fu Panda' Happy Meal, for enticing children to want the Happy Meal using a much-loved movie, collectable toys and website promotion.

2007: McDonald's Happy Meal, for the Spongebob Squarepants toy promotion.

2006: McDonald's Happy Meal, for the Action Man and My Little Pony toy promotions.

2005: McDonald's Happy Meal

The 2012 Fame and Shame Awards saw the introduction of  the Digital Ninja Award. This award is given to the brand which has used digital media in the most obvious way to target children, gaining their attention; driving active participation in the brand andencouraging pester power.

2012: Joint inaugral winners - Chupa Chups' Lol a coaster and Hungry Jack’s 'makes it better' apps. LolaCoaster for it's content of insidious forms of branding and addictive gaming format and Hungry Jack's for its free junk food offers available via a simple shake of their phone.”

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The Shame Award for Smoke and Mirrors is awarded for the use of misleading claims on children's foods that make an unhealthy product appear healthier than it is.

Previous recipients of this award include:  

2011: Kellogg's Nutri-Grain for continuing to promote the sugary cereal as a suitable breakfast option for boys who aspire to become elite athletes.

2010: Kellogg's Nutri-Grain, for promoting the sugary cereal as a suitable breakfast cereal for boys who aspire to become elite athletes.

2009: Kellogg's Nutri-Grain, for a TV and radio campaign claiming that the protein content of Nutri-Grain (as part of a balanced diet) "has what it takes to help build your son into an Iron Man" and "helps fuel growing boys."

2008: Kellogg's 'Zebra Spots' LCM snack bars TV ads, for promoting LCMs as being a surefire lunchbox hit with kids and implying that kids are disinterested in healthier lunchbox options, while failing to tell the whole truth about the product's high sugar content.

2007: Kellogg's Coco Pops Coco Rocks

2006: Nutricia Karicare Toddler Gold Formula

2005: Kellogg's Coco Pops

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The Shame Award for Techno Hack is awarded for marketing to children using new media technologies such as interactive websites, online games, free downloads, SMS competitions and social networking sites. 

2009: Maths Online, sponsored by McDonald's. A free online mathematics tutorial program for high schools students. The site is promoted by McDonald's through television and print advertisements and features their logo on the home page.

2008: McDonald's Happy Meal website, for promoting the Happy Meal brand to children via an engaging website which includes games, downloads, crafts, a discovery area, ecards and toy promotions.

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The Shame Award for Bad Sport was bought back in 2011 to highlight a company, team or athlete who uses sport to promote unhealthy food and drinks which could influence children.

2011: McDonald’s, who used iconic sporting legend Shane Warne to highlight its Chicken McBites. Using a sporting legend to market fast food creates an unwelcome connection between sport and unhealthy eating.

2009: McDonald's and Australian Little Athleticsstate associations. All Little Athletics state associations are sponsored by McDonald's. The partnership can include branded outfits, McDonald's' achievement awards, giveaways and special promotions.

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The Shame Award for the School Food Bully was awarded in 2008 for infiltrating the school environment with unhealthy options such as fundraising activities and sponsorship of school events.

And the winner was...Krispy Kream Donuts school fundraising.

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