Day 012 - 18 Jul 94 - Page 32
1
Over the page: "As you know, we also met with Artimos
2 Synopalous(?), past director of nutrition, Coordinated
Committee for the National Institute of Health. She also
3 found the campaign well done and incredible. She did not
raise the same concern about the cholesterol ad. We will
4 continue to meet with outside nutritionists for more feed
back. However, as you may know, Michael Goldblatt is not
5 available until December 1. Please let me know if you
would like to discuss this further". It comes from Nina
6 Heagstedt at Leo Burnett. We see in the first block under
that it is copied to you, do you remember that?
7 A. Yes, I do.
8 Q. Were you involved in any discussions about this particular
advertisement, the cholesterol advertisement?
9 A. Yes, I was.
10 Q. Can you tell us how in the end was the matter resolved?
A. Well, as we see from reading this, we consulted a
11 number of experts and experts have varying opinions, and
often differ with each other. We examined all those
12 opinions, as we did in this case, and we decided not to go
ahead with Mr. Anderson's point of view, which was not
13 consistent at that time with the federal government's
position on having to advertise some correlation between
14 cholesterol and fat content.
15 Q. That was not a requirement of law?
A. That is correct.
16
Q. In making the decision not to publish information
17 conveying fat as a percentage of energy intake, did
McDonald's intend to fool or con the public?
18 A. Absolutely not.
19 Q. Can you go back now to the document itself. Use your
coloured one. My Lord, I am going back to page 102 in
20 tab 6. It should be a page looking like this I am after
now?
21 A. Yes, I am on it.
22 Q. You are on that, good. That is what is reflected on the
cover of the document, but here we have some words; we see
23 the word "balance" again in bold type. Then we get:
"Meat, potatoes and milk. Balance comes from eating a
24 variety of foods. Because nutritionists agree, no one
food provides all the necessary nutrients.
25
At McDonald's, we offer 100 per cent pure American beef.
26 We offer fish and poultry. Lettuce and tomatoes. And
more. Variety in our menu means you can balance what you
27 order. And make sure your McDonald's meal balances with
other meals you eat. Because we want McDonald's food to
28 fit comfortably into your well balanced diet. Better for
you. Better for us. For more information about all our
29 menu items ask your McDonald's Restaurant Manager or turn
the page."
30
Turn the page, please, Mr. Horwitz, to page 103 in the
