TITLE

NEWLAND ON... McDONALD'S

AUTHOR(S)
Newland, Francesca
PUB. DATE
August 2004
SOURCE
Campaign;8/27/2004, Issue 35, p21
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Working in McDonald's Corp.'s corporate communications department must be like working at Goldman Sachs. And McDonald's has to hire the best because for several years now it has lurched from one PR crisis to another. The latest is the launch of Super Size Me, a low-budget film directed, produced and starring one Morgan Spurlock. In case you've Augusted away and are unaware of the plot, Spurlock eats nothing but McDonald's fare for a month, gaining a lot of weight and damaging his liver in the process. McDonald's had two options: ignore the film and hope it didn't make much hullabaloo, or take on the film's claims. Enter the PR strategists They've opted to fight the film and there's no doubt that in doing so, they have transformed its release into a massive media event. McDonald's is taking a massive beating, not just in the film but on all fronts as the obesity debate rages. Decades of success are making it the butt of most of the criticism. Spurlock's point isn't that McDonald's makes you fat, it's that eating too much fast food makes you fat.
ACCESSION #
14412444

 

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