The fastfood chain is directing its regional response from Australia, where CEO Guy Russo has rolled out a series of television commercials aimed at dispelling "blatant inaccuracies" in its content. Australia is the first, and possibly only, country to come out with an ad campaign addressing the movie -- which has been a PR nightmare for the chain. In Asian markets, including Hong Kong and China, the impact of the movie has been felt less keenly.
The three ads, which cost several million Australian dollars, have Russo pointing out that eating nothing but McDonald's for 30 days is ludicrous and not a stance it advocates. "While McDonald's can be part of a healthy lifestyle, everyone's daily regime should include varied, balanced meals as well as exercise," says Russo in the ads, pointing out that the Super Size Me filmmaker chose to double the recommended calorie intake and stop exercising.
Marina Leung, director of corporate relations for McDonald's China Development, said it was unlikely a campaign would be run in China in response to the documentary. Media monitoring has shown that Super Size Me, which is not screening in China, barely caused a blip on the public radar. "There is an occasional rumbling, but this is more on the websites ," said Leung. "Where there are pick-ups we send a letter to the editor."
The obesity issue isn't as great in China as it is in Australia or the US, said Leung, adding that McDonald's China promotes healthy eating via programmes such as its nutritional leaflets in-store and the global 'Eat more, be active' awareness campaign.
There are also no specific plans to run a communications campaign addressing the film in Hong Kong, said David Morita, VP of marketing and communications for McDonald's Hong Kong.
"The movie has attracted a lot more attention in Australia, where management felt a need to respond to public opinion," said Morita. "We have not received any input from our customers saying there were concerns about the movie."
However, in line with corporate strategy globally, McDonald's Hong Kong is expanding its menu to include an initiative similar to Australia's Salads Plus menu.
McDonald's counters Super Size Me attack
McDonald's has come out with its guns blazing in an attempt to counter allegations made in the hit documentary Super Size Me that its products promote obesity.
