McDonald's can't shake the fat image

A BRAND study has found that burger giant McDonald's faces an uphill task in shaking off its image as a junk food chain, despite worldwide attempts to present a healthier face.

The study in Australia found that, despite a £15m advertising campaign in that country alone, the public still regards the product as fattening and unhealthy.

McDonald's has gone to great lengths to promote exercise and offer salads, low-fat muffins and nutritional information on its products, apparently to no avail.

The survey of 1,000 Australians by the brand consultant Landor Associates also found the company's corporate image was far from rosy. McDonald's ranked low on the scale for trustworthiness, ethics and general desirability.

'McDonald's doesn't seem to be making inroads in the public eye,' Landor said. 'While a few respondents mention McDonald's is trying to change its image, many still associate the brand with fattening or unhealthy foods.'

McDonald's questioned the findings, saying its Australian stores had seen a 10% increase in sales to £820m and healthy initiatives such as Deli Choices and low-sugar buns came in after the survey period.