The Mystery of Disappearing Food Mascots: Ronald McDonald and Uncle Ben

Where in the world is Ronald McDonald? Once a constant presence with his bright yellow jumpsuit and red wig at children’s birthday parties and in TV ads, the world’s most famous clown has nearly vanished, surfacing only in branding for the Ronald McDonald House Charities and in occasional nightmares.

This disappearance is part of a broader trend affecting numerous food mascots familiar to Millennials and Generation X. Remember breakfast cereal icons like the Honey Nut Cheerios Buzz Bee, the Golden Nuggets prospector, or Froot Loops’ Toucan Sam? And what about Uncle Ben? They’ve all but disappeared.

Ronald McDonald’s abrupt exit can be linked to “killer clown” sightings in 2016 across the US, Canada, Australia, and the UK, where pranksters dressed as creepy clowns scared the public. The release of the 2017 film It, based on Stephen King’s novel, only intensified anti-clown sentiment, prompting McDonald’s to retire Ronald.

Other mascots have similarly faded for various reasons. One contemporary commentary on this trend is Sweet Dreams, an immersive art project by Marshmallow Laser Feast and Factory International. Held at Manchester’s Aviva Studios until 1 September, the show features Chicky Ricky, a panicked cartoon mascot, navigating a dying fast-food empire’s attempts to resonate with the public.

Robin McNicholas, creative director of Marshmallow Laser Feast, believes cartoon mascots evoke a nostalgic link to childhood. “Characters like Coco the Monkey from Coco Pops immediately bring back memories and cravings,” he explains. “These mascots were created to be comforting and reassuring, encouraging consumption.”

However, the strategy of directly appealing to children, especially from the Sixties through the Noughties, backfired. These mascots made kids urge their parents to buy advertised products, which later triggered concerns about unhealthy eating habits.

Dr. Richard Hornsey, associate professor in modern British history at the University of Nottingham, notes that early mascots from the Twenties and Thirties targeted middle-class housewives, emphasizing ingredients. Mascots like the Little Red Ring Lady for Red Ring Self-Raising Flour and Marmite Girl were designed to foster emotional connections.

The rise of fast food in the US led to a boom in child-targeted advertising. Dr. Hornsey points out that while initial UK reluctance to target children waned by the Fifties and Sixties, new animation technologies transformed mascots like Tony the Tiger into animated figures sparking “pester power.”

By the mid-Noughties, research showed that promoting unhealthy foods to children increased consumption and contributed to global childhood obesity. Regulations to limit food advertising to children reduced the effectiveness of mascots, who were replaced by more transparent and relatable endorsements.

According to Tamara Connolly, co-director of Space Doctors, health and wellness trends pushed brands towards authenticity, sidelining mascots. “The focus shifted to brand origin stories and product benefits, with a move towards celebrity endorsements and real people conveying messages,” she said.

Dr. Hornsey adds that mascots also became targets of satirical subversion. Banksy’s disturbing Napalm artwork, which juxtaposed innocent mascots with tragic imagery, illustrated how easily positive icons could be twisted.

In some cases, broader cultural shifts played a role in mascots’ retirements. The Black Lives Matter movement in 2020 brought scrutiny to Uncle Ben’s rice. The mascot, representing a Black man in a bow tie, was criticized for perpetuating stereotypes, leading to a rebranding as Ben’s Original.

Yet, the mascot’s end isn’t certain. Connolly sees a resurgence, especially among smaller, independent brands. McNicholas notes that many London fried chicken shops still use cheerful mascots, a trend in smaller businesses looking for differentiation and emotional connection.

Connolly suggests that while larger brands might be risk-averse, smaller brands can respond nimbly to culture. “There’s potential for iconic mascots to make a comeback as brands seek to fulfill emotional needs with lighter, more expressive messaging,” he says.

So, while Ronald McDonald may not return soon, upbeat mascots on local storefronts could signal a new era of food branding. “The pendulum is swinging,” Connolly adds. “Food mascots will return.”

‘Sweet Dreams’ runs at Manchester’s Aviva Studios until 1 September.

Source: Getty