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.

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