McDonald's - How McDonald’s tackled a super-sized problem

This campaign for McDonald's countered the negative publicity arising from the film Super Size Me, in which Morgan Spurlock showed that eating nothing but McDonald's for 30 days made him ill and overweight.
Agency: Leo BurnettAuthor: John Harrison

McDonald's – How McDonald's tackled a super-sized problem

John Harrison

This is the story of how planning played a crucial role in managing to turn a PR nightmare into a platform for announcing positive stories of change about McDonald's.


In case you have been living on another planet, Super Size Me is a documentary by Morgan Spurlock who, in an attempt to understand the reasons behind America's drastically increasing levels of obesity, decided to eat nothing but McDonald's for breakfast, lunch and dinner (or 'breakfast,...

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