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

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