Day 046 - 04 Nov 94 - Page 19

     
     1        general interest if one just wanted to know more about the
     2        way advertising works, but what point do you have in mind
     3        in relation to this?
     4
     5   MS. STEEL:  The point is on page 22 of the statement:  "In 1991
     6        we produced about 75 commercials of which approximately
     7        20 per cent were aimed at children."  What I am getting at
     8        is how long they last for.  I have finished what I was
     9        asking, anyway.
    10
    11   MR. MORRIS:  From nutritionists and what you call -- I think we
    12        saw a document yesterday or the day before -- self-serving
    13        nutritional experts, or whatever, environmental experts,
    14        you get complaints about your various advertising
    15        campaigns; not all of them, but some of them, from time to
    16        time, or people make protests in one way or another about
    17        them?
    18        A.  We do get some letters that are critical of our
    19        advertising.  The vast majority of letters we receive are
    20        very positive.
    21
    22   Q.   I just want to concentrate on the complaints.  You get
    23        complaints from health bodies, do you not, nutritional
    24        bodies, individuals concerned about the nutritional
    25        implications of some of your advertising?
    26        A.  My perception is that, of the letters we receive, it is
    27        a very, very small proportion.  I could not tell you what
    28        the exact number is.  The Communications department is the
    29        one that receives these letters.
    30
    31   MR. MORRIS:   If we go to some of your ads:  I would like to get
    32        the Slugger ad out which is, I think, behind Dr. Barnard.
    33        I will look at some specific ads now.
    34
    35   MR. JUSTICE BELL:  Give me the reference?  Blue 1A is
    36        Dr. Barnard.
    37
    38   MR. MORRIS:  We probably have not got a copy.  But I think I can
    39        remember it.
    40
    MR. JUSTICE BELL:  Just put the question; then if we need to
    42        look at the document we will.
    43
    44        (To the witness)  You remember the Slugger ad, do you, or
    45        rather-----?
    46        A.  The name "Slugger" does not----
    47
    48   MR. MORRIS:  It was American Nutrition Week, National Nutrition
    49        Week 1993.  I think it was March 1993, from memory.
    50        McDonald's gave away some toys, of which one was Slugger. 
    51        They were related to the food groups thing.  There is 
    52        National Nutrition Week every year, yes, in America? 
    53        A.  You are asking me things that I am not entirely
    54        familiar with, so I would have to look at what you are
    55        talking about.
    56
    57   MR. JUSTICE BELL:  Do you have a copy there, Mr. Morris?
    58
    59   MR. MORRIS:  I do not have it with me.  It was served, and
    60        everyone should have one.