Day 258 - 07 Jun 96 - Page 21
1 positioning we have in the advertising.
2
3 Q. But the events that are outside of restaurants, the purpose
4 of that is to get people into the restaurants?
5 A. Not primarily in the UK market, because it is not that
6 significant a programme. I mean, there are 600 restaurants
7 in the UK and visiting all of those is a fairly significant
8 task in itself. I do not know the detail of the current
9 programme, but I would be surprised if there were more than
10 ten or 20 events a year that are not related to a
11 restaurant.
12
13 Q. If I say something to you, I went to -- I do not know, a
14 fayre or something, a fete, an outdoor event that was
15 organised, I think, by a local council. I saw Ronald
16 McDonald -- obviously, there are more than one of them --
17 but I saw a person dressed up as ronald mcdonald with other
18 McDonald's people around them at the fete giving out sweets
19 and flags to children after doing some kind of a
20 performance. That is not something that is unusual? That
21 would not surprise you?
22 A. From my past knowledge of the programme, it would
23 surprise me, given the protocols we had in place eight
24 years ago for running the ronald mcdonald's programme and
25 is not, to my current knowledge, a typical ronald mcdonald
26 visit. But I cannot comment in detail. Again, it is an
27 area I used to work in eight years ago. My current area of
28 expertise is market research relating to McDonald's. It is
29 not one I am really qualified to speak on.
30
31 Q. This was in 1992, so?
32 A. Yes. Well, I moved out of field marketing in 1988 but
33 -- so it may be it was more relevant to the time.
34
35 Q. But giving out flags and things like that, whether or not
36 it is specifically ronald mcdonald himself or the people
37 that are helping?
38 A. Flags would be given out at a ronald mcdonald visit.
39 In my time there was a protocol about, you know, Ronald not
40 being seen to give stuff to kids, but that was a kind of,
41 you know -- maybe that is a rule they do not have now.
42 I do not know.
43
44 Q. But, again, the purpose of giving out the flags would be
45 the same as having the orange juice cups with the logo on,
46 it is to increase brand awareness and make--
47 A. No, it is primarily for kids to be happy by being given
48 something by ronald mcdonald. That is the simple reason
49 for it.
50
51 Q. You said when you first gave evidence that there was a
52 children's marketing manager?
53 A. Yes.
54
55 Q. Who is that?
56 A. The title currently is Youth Marketing Manager, and
57 that is Mary Curran.
58
59 Q. Could we just hand up, or could you hand up, this document,
60 the Annual Review. (Handed). If you go to page 23 of
