Day 012 - 18 Jul 94 - Page 55
1 terminated as a consequence of threats from any of the
Attorneys General?
2 A. Yes, that is correct.
3 Q. Can we look at a couple of documents? The first one is at
your tab 8 in that file which is a service report of Leo
4 Burnett about McDonald's campaign dated 2nd December
1986. You are one of the people to whom this is sent. Do
5 you see that in the left-hand column?
A. Yes.
6
Q. Under David Green. What we have done is to fillet this
7 document for the dates which it was intended these
advertisements should appear in the magazines. Can you
8 turn to page 180? This is as at 2nd December 1986, one
sees -- have you a table there called Copy Insertion
9 Schedule, is that what it is?
A. Yes, Sir, I see it.
10
Q. On the left-hand side we see the names of the magazines,
11 yes?
A. Yes.
12
Q. Then an abbreviated or shorthand reference to the various
13 advertisements all about balance. That is right, is it?
That is what those are. The pinch is the pinch of salt
14 one?
A. That is correct.
15
Q. Cholesterol is the cholesterol one with a picture of the
16 potato fryer on the front. I am just looking for the one
about milk. That is called "Real"?
17 A. Yes, that is correct.
18 Q. See under March?
A. Yes.
19
Q. This represents, does it, the intended insertion months
20 for each of the advertisements in each of those different
magazines for the first quarter of 1987?
21 A. That is correct.
22 Q. Then if you turn on, please, to page 183, you will need to
turn the file round or take the document out -- we see how
23 the matter was intended to proceed for the second quarter
into June 1987, yes?
24 A. Yes, Sir.
25 Q. We see that the so-called objectionable advertisements --
"real" appears twice in April, cholesterol once in April,
26 "pinch" and "cholesterol" once each in May and "real"
twice in May?
27 A. Yes, Sir.
28 Q. Finally some salad advertisements and pinch in June?
A. That is correct.
29
Q. Can I ask you this: In December 1986 what was the
30 intention with the campaign? Was it to run it nationally
just for the first two quarters or what?
