Day 299 - 13 Nov 96 - Page 40


     
     1
     2   MS. STEEL:   There is a similar type of thing in the
     3        Golden Arches European Code in tab 9, revised in 1992 in
     4        the Fry Kids section where is it says that the Fry Guys are
     5        always direct.  "They will grab the fries right out of
     6        Ronald's hand, saying 'thank you' of course, and then run
     7        away giggling to enjoy their treat elsewhere."  And goes on
     8        about all the various ploys which are used by the Fry Kids
     9        to get the fries.  And at the end of that it says, "But it
    10        is all in the spirit of fun and they do it because they
    11        love fries so much that they just cannot help themselves."
    12
    13   MR. JUSTICE BELL:   It is a completely different point, but
    14        I have forgotten what the letters OCNAD actually stand for,
    15        what the acronym stands for.  I would like someone at some
    16        stage just to tell me what the five letters stand for.
    17        I was told, I think, but I cannot find it in my notes of
    18        the transcript.  I don't think it is actually...  One might
    19        expect it to say at the beginning of the various
    20        publications, but I don't think it does -- at the beginning
    21        of 18, for instance.  Probably in there somewhere.
    22
    23   MR. RAMPTON:   My Lord, I suspect it is in one of the pink
    24        files, unfortunately-----
    25
    26   MR. JUSTICE BELL:   I don't need it today.  If someone can -----
    27
    28   MR. RAMPTON:   Mrs. Brinley-Codd suggests 'operators national
    29        advertising'.  Sound plausible.
    30
    31   MR. JUSTICE BELL:   Yes.
    32
    33   MR. JUSTICE BELL:   Thank you.
    34
    35   MS. STEEL:   I am trying to think what bits -- these are really
    36        points to do with the kind of nutritional side of things,
    37        but I will just do them to get them out of the way.
    38
    39   MR JUSTICE BELL:  Yes.
    40
    41   MS. STEEL:   On day 41, page 43, line 23, Mr. Hawkes said that
    42        "the core sale of McDonald's products, and therefore what
    43        we advertise, because that is where the return is, is in
    44        those core hamburgers products, which I would include
    45        chicken as well."  He includes the chicken as well in
    46        there, and fries and a drink.  So those were the things
    47        that mostly advertising, I think that was to adults, would
    48        be focused on.  That type of product.  Obviously, that
    49        would go to the point about people associating McDonald's
    50        food with that type of product: hamburgers, fries and soft
    51        drinks.
    52
    53        About the World Cup advertisement, Mr. Hawkes said, on
    54        day 41, page 51, line 28: "The thrust of this advertisement
    55        was that we were trying to associate McDonald's with the
    56        World Cup and sport"; and then on day 42, line page 55,
    57        line 10, that was the part that I have read out about
    58        benefits of being associated with the World Cup were that
    59        it was topical and it was good to be associated with things
    60        that were happening in the world.  But he also said that

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