Day 065 - 09 Dec 94 - Page 56

     
     1        A.  I do not know.  I think fathers can be pretty generous
     2        when they take their children out at as well.
     3
     4   MR. JUSTICE BELL:  I think the point is it would make a bit of a
     5        change if it was Tony the Tiger?
     6        A.  Yes, I think, as I said, this one particular research
     7        was one might have expected if it was characters, then
     8        Captain Bird's Eye who is seen with children having a great
     9        deal of fun, might also be rated quite highly, but for
    10        reasons I cannot clearly explain Captain Bird's Eye did not
    11        score so well.
    12
    13   MR. RAMPTON:  It is possible that the creative artist in whoever
    14        makes the television advertisements for Fish Fingers has
    15        not quite hit the mark with Captain Bird's Eye so far as
    16        children are concerned?
    17
    18   MR. JUSTICE BELL:  He is actually a real actor; he is not a
    19        cartoon character.
    20
    MR. RAMPTON:  I know. So is Ronald.
    22
    23   MR. JUSTICE BELL:  Yes.  I am not sure I have the right
    24        character.  Captain Bird's Eye is really quite a well-known
    25        actor or he was sometime ago.  He wears his captain's
    26        uniform.  He would be identifiable as a sailor, a flesh and
    27        blood sailor.  I have the right person?
    28        A.  Yes, you have.
    29
    30   MR. RAMPTON:  You do not in any event attach a great deal of
    31        weight, do you, to that questionnaire which is administered
    32        to those 87 eight year-olds; is that right?
    33        A.  I think there is a lot more research with lots of it,
    34        I am sure, carried out by the companies themselves.  They
    35        are quite well aware of the appeal of their characters.
    36
    37   Q.   I have one final thing, I think -- I hope it is one final
    38        thing, Ms. Dibb -- before we all depart for the day.
    39
    40   MR. JUSTICE BELL:  Once again Mrs. Brinley-Codd has worn the
         most appropriate dress in the circumstances!
    42
    43   MR. RAMPTON:  I do not know whether the Associate might be
    44        induced to pipe her aboard next she comes in that kit!
    45        That is your MORI survey which you had done I do not know
    46        when, but it was recent?
    47        A.  It was carried out in June 1994, I believe.  The exact
    48        dates, I am sure, are given in the document.
    49
    50   Q.   I am sure they are. 
    51        A.  I am sure it tells which dates as well. 
    52 
    53   Q.   It was early summer of 1994, I think?
    54        A.  Yes.
    55
    56   Q.   June, I think; that is when it was published or released.
    57        It would have been done shortly before that, would it not?
    58        A.  Well, let us be clear about when it was done because
    59        I am sure that that information is provided in here.
    60