Day 012 - 18 Jul 94 - Page 31


     
     1        A.  Yes, there is a staff of eight attorneys.
 
     2   Q.   They would, perhaps this follows, be attorneys who know
              about things like deceptive advertising and the law which
     3        governs it?
              A.  That is correct.
     4
         Q.   We see this memorandum is dated November 20th 1986.  It is
     5        addressed to Mr. David Green at McDonald's.  Who is
              Mr. David Green?
     6        A.  Mr. Green is the No.2 officer in charge of all
              marketing and advertising at McDonald's.  He is presently
     7        senior vice president at McDonald's.
 
     8   Q.   The subject matter of the letter is the proposed
              advertisement about cholesterol, which we will have a look
     9        at in a moment, Mr. Horwitz.  It says this:  "Michael
              Goldblatt", you told us he is a McDonald's person?
    10        A.  Yes, he is.
 
    11   Q.  "... met with Harvey Anderson, assistant director,
              University of Toronto Medical School, to get his feed back
    12        on the nutrition campaign.  Overall he" -- that must be
              Mr. Anderson -- "thought the campaign was well done,
    13        informative, interesting and timely.  However, he raised
              concern about the cholesterol ad.  He believes this ad
    14        makes us most vulnerable to our critics for the following
              reasons:
    15
              First, he does not believe we adequately address fat
    16        content.  Harvey's point of view is that cholesterol
              content should not be divorced from per cent of calories
    17        from fat.  Health professionals recommend that no more
              than 30 to 35 per cent of calories come from fat. Harvey's
    18        concern is that we don't address this in the ad.
 
    19        2.  Harvey believes the headline is more issue orientated
              than it is informational.  His concern is that we are
    20        raising an issue with the cholesterol ad while headlines
              in the other ads are informative.
    21
              Michael Golblatt thinks Harvey has a valid point of view
    22        but is not sure how many people will have the same
              insight.  Michael", that is Michael Goldblatt, the
    23        McDonald's person, "suggested changing the headline to
              'What about Cholesterol?'  Harvey believes this would
    24        create less of an issue.  However, this headline is not
              worthy of the handle visual" -- we will see the handle
    25        visual in a moment, Mr. Horwitz -- "It is also our point
              of view that if fat contents are the cause of the concern 
    26        we should work on new copy, not do a quick fix on the 
              headline. 
    27
              Goldblatt believes we are open to criticism with this ad
    28        but he does not think we need to pull it from the
              campaign.  We" -- that is Leo Burnett -- "recommend
    29        continuing with the ad as planned.  We add very
              specifically it informs consumers about the kinds of oil
    30        McDonald's uses.  There is nothing false or misleading in
              the ad".

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