Day 044 - 02 Nov 94 - Page 70
1 for some reason in this case.
2
3 MR. JUSTICE BELL: That does not entitle you to turn Mr. Green
4 into one.
5
6 MR. MORRIS: No. I am saying we have not looked at that product
7 because it is not in the UK, but it did strike me it was a
8 combination of some items which we have identified and we
9 claim are particularly unhealthy because of their fat and
10 sodium content specifically. (To the witness) Would you
11 accept that that particular product would be high in fat
12 and sodium?
13 A. I do not know what the contents are of the product.
14
15 Q. Right. If it was found that that was a particularly high
16 in fat sodium product, what would be the advantage to you
17 in making a specific advert, associating that particular
18 product with a sporting star?
19 A. Again, Michael Jordan is a very popular person in the
20 United States. We have associated with him for a period of
21 time. By associating with him we associate with something
22 that our customers like and enjoy that, and furthers the
23 image of McDonald's.
24
25 Q. But if you were interested in promoting the health of
26 public, surely that would be an excellent opportunity to
27 promote some of your other menu items, such as, whatever,
28 salads or ones that were low in fat and salt, ones that
29 were actually linked, in reality, to sporting, fitness and
30 health generally? Would that not be a better idea?
31 A. This is a particular sandwich that Mr. Jordan himself
32 liked and prepared. That is the context in which the
33 commercial was put.
34
35 Q. Have you ever had any ads where sporting stars or people
36 that were known for their healthiness or fitness promoted
37 some of your less core items, that actually are more
38 healthy and you have developed in recent years?
39 A. Again, I can only state once again my feeling that our
40 items are healthy when considered in the context of a
41 healthy diet. But again I do not talk as a nutritionist.
42 I am trying to remember if we have had other products that
43 have been associated with spokesmen. Again, this product
44 was a local product within the Chicago area because of
45 Michael Jordan's association with the basketball team in
46 Chicago. But I cannot recall. I think most of the
47 products that were named after a celebrity were hamburgers
48 products.
49
50 MR. MORRIS: I think we have come to a sort of a natural break.
51
52 MR. JUSTICE BELL: I am not urging you to look again in the
53 morning at specific advertisements because I will look
54 again at any particular advertisement you refer to in your
55 final comments, or to which Ms. Steel refers. There will
56 be plenty of opportunity for that because you are not going
57 to say everything you want to say in a day. So you can
58 refer to them one day and I will look at them overnight and
59 you can come back to them next, if need be.
60
