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In Australia, McDonald's launched an unprecedented, multi-million dollar advertising and PR campaign to counter the release of the US documentary "Super Size Me [6]," which follows filmmaker Morgan Spurlock on a month long McDonald's binge. Until recently, the fast-food giant chose to ignore the hit movie. But McDonald's now fears for its reputation.
Its advertisements feature McDonald's Australia [7] chief Guy Russo, saying Spurlock's 30-day McDonald's diet is "stupid."
Links:
[1] http://dev.prwatch.org/users/5/laura-miller
[2] http://dev.prwatch.org/topics/health/food-safety
[3] http://dev.prwatch.org/topics/public-relations/crisis-management
[4] http://dev.prwatch.org/topics/corporations
[5] http://www.addtoany.com/share_save?linkurl=http%3A%2F%2Fdev.prwatch.org%2Fspin%2F2004%2F06%2F2723%2Fmac-attack-down-under&linkname=Mac%20Attack%20Down%20Under
[6] http://www.supersizeme.com/
[7] http://www.mcdonalds.com.au/home/structure.asp?ID=
[8] http://www.theage.com.au/articles/2004/06/13/1087065034025.html