Heaping Piles of Food PR

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"Last week's release of the much-anticipated new federal dietary guidelines," developed with assistance from the Porter Novelli firm, "is just the beginning of some major PR work from both the government and the food industry," reports PR Week. McDonald's, which is increasing its 2005 PR budget by 20 to 25 percent, will promote the guidelines on its tray liners. McDonald's is continuing its Go Active! campaign, with celebrity trainer Bob Greene; Dean Ornish will promote a "balanced-lifestyle message" for the fast-food giant. The Sugar Association is working with Marriner Marketing Communications to downplay the new guidelines' recommendation to limit added sugars, and with Qorvis Communications to challenge ads for Splenda that say the sweetener is "made from sugar."