McDonald’s response to Morgan Spurlock’s documentary Supersize Me was swift, hard hitting, and
a lesson on how to spin the PR situation to lessen the ill will toward the
brand. The documentary tracks Spurlock as he journeys 30 days eating nothing
but McDonald’s for breakfast, lunch, and dinner. At the end of the film his
doctor concludes that his health is in worse shape than when he started because
of all the McDonald’s. To say that the company did not look upon this film
favorably, is an understatement.
McDonald’s first call to action was to debunk the “facts” in
the movie. They effectively set out to create or fund “scientific studies” that
proved the claims from Supersize Me
to be false. As stated in a response by McDonald’s, “a press release states that "Tech Central Station (TCS), a science, technology
and public policy online journal, will serve as a clearing house for materials
related to the documentary Super Size Me.
Our mission: to provide visitors with the facts and science-based information
on obesity and nutrition to balance this film's 'gross-out' performance
art."” (http://www.ign.com/articles/2004/05/07/a-look-inside-the-pr-battle-against-super-size-me).
What was not publicized, however, is TCS is funded by big corporations, one
being McDonald’s. It is smart to note the saturation of press releases and
studies released by Mickey D’s. It does not lessen the press of the movie but
it does put a wedge between the masses and the film’s message.
Another PR tactic was to attack the film itself as well as
the director. They claimed, "The film is slick, well made and yes, somewhat annoyingly, doesn't
portray McDonald's in the most favorable light. And yet what we do agree with
is its core argument - that if you eat too much and do too little, it's bad for
you. What we don't agree with is the idea that eating at McDonald's is bad for
you."” (http://www.screendaily.com/mcdonalds-adds-heat-to-super-size-me-in-uk/4019830.article).
They claim that much of the film was misguided in that too much of anything is
bad for you, whether it is hamburgers and fries or other foods. This appeals to
people’s rationale. They are basically saying if one were to eat something healthy
like carrots everyday all day for thirty days straight it would have an adverse
reaction with the body.
The last and most
important response to the film in my opinion is the fact that McDonald’s changed their menu. “McDonald’s
added entree salads with great success last year and has been moving to provide
more fruit, vegetable and yogurt options with its Happy Meals” (http://www.nbcnews.com/id/4433307/ns/business-us_business/t/mcdonalds-phasing-out-supersize-fries-drinks/).
They
have also done away with the supersized portions. They claim it is not due to
the film, but in response to consumers’ attitudes towards health and fast food.
America is shifting towards healthier eating because of the ever growing
concerns with childhood obesity and heart disease.
No comments:
Post a Comment