Day 043 - 01 Nov 94 - Page 61
1 Q. What was the intention of that campaign, so far as
2 McDonald's is concerned?
3 A. Well, I believe that there was a growing frustration
4 that there was a lot of misconceptions about McDonald's
5 food, and we wanted to ensure that people had the correct
6 information.
7
8 Q. Can you open the original (which I have handed you) and
9 turn to the second page of text passing past the
10 photographs and the letter from Ed Rensi to what in our
11 bundles is 101 which you do not have. It should be the
12 page headed "Advertising Breaks January 18th"?
13 A. I have it.
14
15 Q. That January 18th is January 18th 1987. We can see that
16 because the letter from Ed Rensi is dated December 1986.
17 I am only at the moment going to draw your attention to the
18 first paragraph "Strategy". We see, Mr. Green -- we have
19 had this confirmed and there is no dispute about it -- that
20 this is an internal document that you have there?
21 A. Yes, this particular booklet was prepared to be sent to
22 the McDonald's Family, so to speak, which would be the
23 owner operators and other regional employees of McDonald's.
24
25 Q. To show them what the campaign would consist of and what
26 its reasons were?
27 A. That is correct.
28
29 Q. We see the first paragraph on this page: Advertising
30 Breaks January 18th 1987, Strategy: "It is time Americans
31 were told about McDonald's food quality and its nutritional
32 value. This advertising programme is designed to get the
33 fact out, and to neutralize the junk food misconceptions
34 about McDonald's good food. This effort represents a
35 long-term commitment beginning with a year long advertising
36 schedule in 1987."
37
38 So far as you can recall, is that a fair statement of the
39 reasons for the campaign?
40 A. Yes, I think that is a good, concise statement of the
41 strategy.
42
43 Q. Where it says: "This advertising programme is designed to
44 get the facts out", was there any intention in McDonald's
45 to state anything other than the facts?
46 A. No, none whatsoever.
47
48 Q. Can you, please, turn on in this to page 184 which is
49 tab 36?
50 A. Yes.
51
52 Q. Which is a memorandum from Al Smedley to Stephanie Skurdy.
53 We know, Mr. Green -- we have been told by Mr. John Horwitz
54 -- that Stephanie Skurdy is a McDonald's person -- in
55 which department?
56 A. She is in the Communication and Public Relations
57 Department.
58
59 Q. Al Smedley is from Golin/Harris Communications
60 Incorporated?
