The University of Illinois at Chicago received a federal grant this week to study the correlation between food advertising and childhood obesity. Once complete, the results of the four-year study could potentially affect the ad industry in a big way. The $2.2 million study’s research team says the findings may be used by the government to instill regulations on food advertising.
UIC won’t have to look very far to find ad agencies with a rapt audience of fat kids. Heifer factory McDonald’s is one of DDB Chicago’s most prized accounts. The advertising for Lunchables, which are the nutritional equivalent of a vodka-RedBull, is handled by McGarry Bowen, and Draftfcb Chicago has kid-favorites Mac and Cheese and Jello on its client roster.