B.C. museum bites back at fast food giant

Greater Vernon Museum’s social media rant on McDonald’s advertisement gets noticed

Gabriel Newman was offended by the ad. So were other staff members at the Greater Vernon Museum and Archives.

Newman, the museum’s education coordinator, heard an ad on a Vernon radio station from fast food giant McDonald’s, saying spending $5 on a McDonald’s lunch was much better than spending $5 at a museum.

Newman posted his disgust with the ad on social media.

“I just think it was off-base,” said Newman. “We’re a non-profit organization. Don’t pick on non-profits.”

The advertisement – which was pulled by McDonald’s Canada late Thursday morning – featured a narrator saying you can get a museum tour for $5, followed by a woman playing a role of a museum tour guide and saying, ‘there were dinosaurs and then there weren’t. OK, then, exit through the gift shop.’

The narrator returns to inform listeners they could spend their $5 on a kid’s meal with a hamburger, fries and drink at participating restaurants.

Newman was interviewed by CBC Radio Thursday morning.

“I’m not sure what museum they (McDonald’s) were talking or thinking about,” he said. “I don’t think they’ve been to a museum.

“It implies that a museum is expensive, or a luxury item. I’m worried somebody that’s never been to a museum will think it’s out of their reach, and $5 really isn’t a lot.”

Related: MICHAELS: Bad McAd leaves a bad taste in my mouth

Part of the problem for Newman and the Greater Vernon Museum and Archives is the timing of this.

The ad came out the same week the museum started charging an admission fee for the first-time ever.

“It used to be admission by donation but now it’s $5,” said Newman. “But that’s good for all day.”

Numerous museums across the province shared in his outage of the ad.

“A museum is a place to learn about culture, history, traditions, and so much more. Comparing something like a $5 value meal to the value of education and intellectual growth is quite disheartening; however, we are encouraged to see that McDonald’s reacted so quickly in pulling this ad and apologizing to all Canadian museums,” wrote the Kelowna Museums Society.

Greater Vernon Museum and Archives is also working toward building a new facility. It houses an extensive history of the city and surrounding areas.

Just heard a McDonald's advertisement on 105.7 Sun FM Vernon inferring spending $5 at a museum was a waste of money when…

Posted by Greater Vernon Museum & Archives on Tuesday, January 9, 2018

The Canadian Museums Association (CMA) learned of the offending ad Wednesday and immediately contacted McDonald’s requesting the ad be removed. CMA also requested that McDonald’s consider beneficial ways to work with the museum sector.

McDonald’s Canada has apologized to Canadian museums.

Ben here in the office just got off the phone with McDonald's Canada's Communications team and has confirmed the ad in…

Posted by BC Museums Association on Thursday, January 11, 2018

To report a typo, email:


Like us on Facebook and follow us on Twitter.

Just Posted

Major expansion coming to Royal Bay Secondary

Province will build space for 600 more students on same site

Colwood wins Victoria Flower Count for a five-peat

The 43rd annual Flower Count had over three billion blossoms counted in total

Langford fundraiser for kidney disease is a success

Maureen Hobbs thinks B.C. Transplant says it best: “Live life. Pass it on.”

Preschool group helps release fish into Glen Lake

The number of fish released correlates to the number of fish caught per year

Songhees Wellness Centre event immersed in indigenous cuisine and culture

Camosun and Songhees cook together for reconciliation while fundraising for student scholarship fund at March 23 event

VIDEO: B.C. Mounties reunite veteran with lost military medals

RCMP say Zora Singh Tatla, who served in the army in India for 28 years, is the righful owner

4 facts to ring in St. Patrick’s Day

What do you really know about the Irish celebration?

Federal government seeks public feedback on pedestrian safety

What safety measures do you think need to improved for pedestrians and cyclists?

Women’s Expo seeks to empower women this weekend

Victoria Women’s Expo set for Saturday and Sunday at Pearkes Recreation Centre

Experts urging caution as rabbits die by the hundreds in B.C. city

Province of B.C. confirms more positive tests for rabbit haemorrhagic disease

Search continues for 10-year-old Montreal boy missing since Monday

Montreal police said they are exploring every possibility in search for Ariel Jeffrey Kouakou

Airline passenger-rights bill claws back protections for travellers: Advocate

Bill C-49 would double tarmac delays, scrap compensation for flights affected by mechanical failures

UPDATED: ‘New wave’ of anti-pipeline protests return to Trans Mountain facility

About 100 demonstrators with Protect the Inlet marched to the Burnaby terminal Saturday

B.C. man to plead guilty in connection with hit-and-run that killed teen

Jason Gourlay charged with failure to stop at the scene of accident, attempting to obstruct justice

Most Read