Day 043 - 01 Nov 94 - Page 61


     
     1   Q.   What was the intention of that campaign, so far as
     2        McDonald's is concerned?
     3        A.  Well, I believe that there was a growing frustration
     4        that there was a lot of misconceptions about McDonald's
     5        food, and we wanted to ensure that people had the correct
     6        information.
     7
     8   Q.   Can you open the original (which I have handed you) and
     9        turn to the second page of text passing past the
    10        photographs and the letter from Ed Rensi to what in our
    11        bundles is 101 which you do not have.  It should be the
    12        page headed "Advertising Breaks January 18th"?
    13        A.  I have it.
    14
    15   Q.   That January 18th is January 18th 1987.  We can see that
    16        because the letter from Ed Rensi is dated December 1986.
    17        I am only at the moment going to draw your attention to the
    18        first paragraph "Strategy".  We see, Mr. Green -- we have
    19        had this confirmed and there is no dispute about it -- that
    20        this is an internal document that you have there?
    21        A.  Yes, this particular booklet was prepared to be sent to
    22        the McDonald's Family, so to speak, which would be the
    23        owner operators and other regional employees of McDonald's.
    24
    25   Q.   To show them what the campaign would consist of and what
    26        its reasons were?
    27        A.  That is correct.
    28
    29   Q.   We see the first paragraph on this page:  Advertising
    30        Breaks January 18th 1987, Strategy:  "It is time Americans
    31        were told about McDonald's food quality and its nutritional
    32        value.  This advertising programme is designed to get the
    33        fact out, and to neutralize the junk food misconceptions
    34        about McDonald's good food.  This effort represents a
    35        long-term commitment beginning with a year long advertising
    36        schedule in 1987."
    37
    38        So far as you can recall, is that a fair statement of the
    39        reasons for the campaign?
    40        A.  Yes, I think that is a good, concise statement of the
    41        strategy.
    42
    43   Q.   Where it says:  "This advertising programme is designed to
    44        get the facts out", was there any intention in McDonald's
    45        to state anything other than the facts?
    46        A.  No, none whatsoever.
    47
    48   Q.   Can you, please, turn on in this to page 184 which is
    49        tab 36?
    50        A.  Yes. 
    51 
    52   Q.   Which is a memorandum from Al Smedley to Stephanie Skurdy. 
    53        We know, Mr. Green -- we have been told by Mr. John Horwitz
    54         -- that Stephanie Skurdy is a McDonald's person -- in
    55        which department?
    56        A.  She is in the Communication and Public Relations
    57        Department.
    58
    59   Q.   Al Smedley is from Golin/Harris Communications
    60        Incorporated?

Prev Next Index