Although McDonald's responded to the obesity issue with menu changes and reworking its advertising, McDonald's pooh-poohed the idea that McDonald's should "go dark on communications" to kids two and a half million U.K. cutomers every day, a fair portion of them under 16 years. McDonald's is keeping children firmly in its marketing sights. School's out, ads for the kids' big summer movie releases are slapped on burger boxes, and a tripto McDonald's is on the holiday menu. McDonald's defense is that McDonald's Ronnie's YumChum friends are positively bursting with healthy advice. There's even a song " Don't let your Yum-Chums get glum, put healthy stuff in your tum.