Day 012 - 18 Jul 94 - Page 25
1 or by your direction, or did they just go out and buy
whatever they wanted?
2 A. It was the latter. When they were very young they
would of course be directed there in the car by me, but as
3 they grew older, had their own allowances, they visited on
their own.
4
Q. Turn over the page, please, to page 101 in the file, the
5 next page.
6 MR. JUSTICE BELL: That is the McDonald's family of people
working with and/or for McDonald's.
7
MR. RAMPTON: That is right. The people within the
8 organisation are McDonald's family?
A. The McDonald's family would be not only the direct
9 employees, my Lord, but also all our franchisees, all of
our owner operators, everyone out in the field and in the
10 regions.
11 MR. RAMPTON: There is not a bunch of people living in a log
cabin somewhere called the McDonald's family?
12 A. Not that I am aware of. We would also include our
suppliers.
13
Q. So Key West, and all those people, would get copies of
14 this?
A. All of our advertising agencies, yes, everyone.
15
Q. Over the page we see this: "Advertising breaks January
16 18th. Strategy. It is time Americans were told about
McDonald's food quality and its nutritional value. This
17 advertising program is designed to get the facts out, and
to neutralize the junk food misconceptions about
18 McDonald's good food. This effort represents a long term
commitment beginning with a year long advertising schedule
19 in 1987".
20 I am going to come back to this topic, Mr. Horwitz, but
I want to ask you this: Did this campaign, or part of it,
21 extend throughout 1987?
A. Yes, it did.
22
Q. Did it extend beyond 1987?
23 A. Yes, it did.
24 Q. Keeping, if you can, a finger or a mental finger at least
in that page, I want you to look at tab 8.
25
MR. JUSTICE BELL: Can you pick a moment which is convenient
26 for our five minute break, Mr. Rampton?
27 MR. RAMPTON: It would be a good time now, my Lord.
28 (Short Adjournment)
29 MR. RAMPTON: Mr. Horwitz, as we saw, the plan was that this
advertisement campaign should start about the middle of
30 January 1987?
A. That is correct.
