Supersize me was a deliberate set up of my client by Morgan Spurlock to achieve the results achived. Hardly a scientific approach.
Even Burger King allows for customers to have extra large portions for an additional charge, as does KFC, this is an industry standard feature., so why single out my client?
It may be of interest to read the following press statement from Austrailia
Quote:
Spitting chips, McDonald's fights back
By Stephen Dabkowski
June 14, 2004
After many weeks of silence, McDonald's is fighting back. The fast-food company will this week embark on a multimillion-dollar advertising campaign to counter the documentary film Super Size Me.
McDonald's has filmed three commercials - which will begin airing tomorrow - including one to be shown at cinemas. They will dispute some of the claims in the film.
The advertisements, which were shot on Friday, will feature the chief executive of McDonald's Australia, Guy Russo, and will claim that the actions of the star of the film, Morgan Spurlock, in eating only McDonald's food for 30 days were "stupid".
"No one eats McDonald's food three times a day, every day, and no one should," he said yesterday. "We believe, and have always believed, that McDonald's can be eaten as part of a well-balanced diet.
"What Mr Spurlock set out to do, which was double his daily calorie intake, deliberately not exercise and over-eat, was totally irresponsible."
This month Super Size Me grossed the highest opening weekend takings for a documentary in Australian history.
Mr Spurlock claims he consumed 13.5 kilograms of sugar and 5.5 kilograms of fat, while his weight increased by 11.25 kilograms.
McDonald's Australia is the first McDonald's in the world to use advertising to publicly attack the movie. Until now the strategy has been to ignore it, but recent research from customers indicated that McDonald's silence might be taken as an admission of guilt.
Mr Russo saw the film 10 days ago, and his angry reaction spurred the company into action.
"We've been taking the issue of obesity seriously for a few years now," he said, referring to the introduction of salads, nutritional labelling and low-fat breakfasts.
"If someone from America produces a film, and then comes out to Australia and attacks us, I'm not going to take that sitting down."
Original URL: http://www.theage.com.au
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