Day 043 - 01 Nov 94 - Page 62
1 A. Yes, at the time I think he was employed there.
2
3 Q. Who are an independent communications agency in Chicago?
4 A. Yes, communications, public relations agency.
5
6 Q. I would ask you kindly to do, if you will, is to read the
7 whole of this document -- it is two and a half pages -- to
8 yourself, then I will ask you a question. We have all read
9 it before, or some of us have read the whole of it,
10 I should say.
11 A. OK.
12
13 Q. Can you go back to the second page of the memo which is
14 page 185 in the file and look again at (a), (b) and (c)?
15 A. There is a number of (b)s and (c)s on the page.
16
17 Q. At the bottom of page, 4(a), (b) and (c), "McDonald's is
18 not suggesting", that series there, do you have it?
19 A. Yes.
20
21 Q. You will see certain words are underlined?
22 A. Yes.
23
24 Q. In particular, at the end: "But in balance and in
25 moderation", underlined, "there is a place for our food and
26 we make no apologies for that". So far as your memory
27 enables to you to do so, Mr. Green, can you tell us whether
28 the position suggested in that document represents any
29 significant change or shift in McDonald's attitude as to
30 the place of its food in the diet of Americans?
31 A. No, well, I do not remember this specific document
32 itself. The points that are specifically in the document,
33 (a), (b) and (c) are, in fact, the points that I believe we
34 felt were the correct points to make in this case. We
35 believed in these particular points.
36
37 Q. Is it, so far as you are aware, a position which McDonald's
38 still maintains, that in balance and moderation McDonald's
39 food is perfectly good and healthy a part of anybody's
40 diet?
41 A. Yes, I believe the company believes that and I believe
42 it.
43
44 Q. Was the advertisement campaign in magazines in the early
45 part of 1987 intended to convey any different message?
46 A. No, in general, that was, in fact, the message that
47 I believe was in the majority of the ads.
48
49 Q. If you pick up your original again, you can see that the
50 very first advertisement -- these are samples from the
51 McDonald's Family -- is, in fact, entitled "Balance", is it
52 not?
53 A. Yes, it is.
54
55 Q. Can you then turn to the next tab 37 on page 186A? It is a
56 letter written to you, apparently, on 20th November 1986
57 from your advertising agents, Leo Burnett. It was signed
58 by a lady at that date called Nina Heagstedt. Again can
59 I ask you to read it to yourself and tell me when you have
60 read it?
