The commercial use of cartoon characters as a means of persuading kids to eat burgers is hardly novel. "Buy a burger get a free plastic Donald Duck/Lion King key ring" is one of the oldest and simplest marketing strategies around.
But trying to persuade kids to eat the cuddly cartoon character in burger form sounds like a different thing entirely.
Nevertheless, children in the Highlands are about to be offered a new lunchtime treat to entice them away from fish fingers and smiley faces: the Bambi burger. Venison burgers - made from the meat of locally culled deer - will be offered to children in the region later this month.
On the surface, at least, the logic is irrefutable. Left unchecked, red deer, beautiful as they may be, are an environmental menace in northern Scotland and their numbers need to be kept down by culling.
Venison is also one of the leanest and healthiest meats available: 1.6g of fat per 100g compared to 12.9g for topside of beef. It has almost double the iron content of beef while having around one third less cholesterol.
To add even more merit, meat does not get any more free range than venison and it is a locally sourced produce. In short, it is exactly the sort of meat that nutritionists and environmental campaigners say should be more prevalent in our diet.
"The council wants us to use local produce in school meals as much as possible," Bruce Robertson, director of education at Highland council, told Scotland on Sunday.
"There is a plentiful supply of high-quality protein out there in the form of venison. It's straight off the hill, nutritious and organic." It is also, however, forever associated with Bambi.
In recognition of this, venison burgers and casseroles will be tried out initially in the region's 29 secondary schools. If it is successful, primary school children will be given the opportunity to sample the burgers later in the year.
The meat is being supplied by a dealer who trades with Scottish estates who kill deer for sporting or environmental purposes.
Despite the obvious image problem, introduction of venison to Scottish school menus is being lauded by chefs, politicians and even animal welfare groups.
Fergus Ewing, a Highland MSP, said: "Venison burgers are the alternative to the Big Mac, and I would rather Scottish kids eat the food of the McDonalds than the food from McDonald's."
There are around 350,000 wild deer in Scotland and 70,000 of them have to be culled each year. Their number has been growing steadily over the last century, due to mild winters and the lack of any natural predator.
Although deer are perhaps the most majestic wild animal left in Britain, their sheer number results in overgrazing, and many environmentalists believe far more should be culled.
At least one progressive estate owner, Paul van Vlissigen, who owns Letterewe in Wester Ross, has called for reintroduction of wolves to keep deer numbers in check.