Dogsey

Following a huge number of complaints from dog owners, McDonald's has pulled a radio ad which said eating a Chicken McBite was less risky than petting a stray pit bull. A campaign against the ad, which only ran for a few days before complaints began, was mounted on social media sites and an apology was received in the same way and via a toll-free number.

The ad ran in the Kansas City area and compared the risk of eating the product to petting a stray pit bull, shaving your head, naming your son Sue or giving out your social networking password. Pit bull owners and supporters were outraged. Rachele Lizarraga, social media coordinator for a pit bull rescue started an on-line campaign and petition against the ad. “I found it extremely offensive and reckless,” she said.

By way of an apology, the company stated the ad was “insensitive in its mention of pit bulls”, said it would do a “better job next time” and that it never intended to offend anyone.

Opinion is split over whether the apology was enough, with some calling for a donation to pit bull organisations and an ad featuring a pit bull. Others, including Rachele Lizarraga, are satisfied with the apology. “It was stupid marketing, playing into the media hysteria about pit bulls,” she said. Pit bulls have long been the target of Breed Specific Legislation and banned in some cities.

Stephanie Filer, communications manager for the Animal Rescue League of Iowa and a member of ARL Pit Crew Club had posted a picture of a box of McDonald's Chicken McNuggets and a pit bull laying on its back, alongside the caption: “Which is safer? Eating this? Petting this?”. However, she said she appreciated McDonald's quick response to their customers.