McBollox
i've recently received a plethora of pr nonsense from mcdonalds through my letterbox. normally i bin or rts any of this kind of marketing rubbish, but this one caught my eye for the breathtaking liberties it was taking with reality. the front cover has obviously been chosen to present an archetypal olde worlde british farm complete with dry stone walls, etc., etc. (you get the picture). inside we are presented with a two-pronged attack. the main sections detail all the lovely things macky-ds are doing for our benefit (like bringing us milk from cows fed only the finest organic buttercups, and making fries from only the finest potatoes lovingly crafted by a bearded yokel, etc.). at the bottom you get attack two: special offers coupons.
mcdonalds have been feeling the pressure recently what with the whole jamie oliver-led crusade for better quality food (yes, even brits won't put up with your muck any more ronald) and the unpleasant truths revealed by films like supersize me. so much so, in fact, that their profits have been falling, which is probably the only thing that has motivated this radical change in marketing strategy. the message is clear: mcdonald's supports organic farming, is heart-warmingly kind to its fluffy animals, and is supporting traditional british farmers too. the farmers picked from locations all around the uk are named to add to the glowing feeling we're meant to get from this tosh. oh yeah, and by the way, we're still dirt cheap.
for those interested in what the true impact of mcdonalds' fast food empire has on our health, planet, and workers' rights, there's no better place to start than the mcspotlight site. based on the evidence unearthed during the damning 'mclibel' case, where two independent activists, helen steel & dave morris, were sued by mcdonalds for libel when they refused to withdraw negative assertions about the corporation from their literature. much to mcdonalds chagrin the two decided to fight their own case and drew it out into a two and half year long trashing for the company. mcspotlight sums up the judges findings thus:-
mcdonalds have been feeling the pressure recently what with the whole jamie oliver-led crusade for better quality food (yes, even brits won't put up with your muck any more ronald) and the unpleasant truths revealed by films like supersize me. so much so, in fact, that their profits have been falling, which is probably the only thing that has motivated this radical change in marketing strategy. the message is clear: mcdonald's supports organic farming, is heart-warmingly kind to its fluffy animals, and is supporting traditional british farmers too. the farmers picked from locations all around the uk are named to add to the glowing feeling we're meant to get from this tosh. oh yeah, and by the way, we're still dirt cheap.
for those interested in what the true impact of mcdonalds' fast food empire has on our health, planet, and workers' rights, there's no better place to start than the mcspotlight site. based on the evidence unearthed during the damning 'mclibel' case, where two independent activists, helen steel & dave morris, were sued by mcdonalds for libel when they refused to withdraw negative assertions about the corporation from their literature. much to mcdonalds chagrin the two decided to fight their own case and drew it out into a two and half year long trashing for the company. mcspotlight sums up the judges findings thus:-
"The judge ruled that [mcdonalds] 'exploit children' with their advertising, produce 'misleading' advertising, are 'culpably responsible' for cruelty to animals, are 'antipathetic' to unionisation and pay their workers low wages."not so fluffy now huh. well what about this environmental conscience of theirs? mcspotlight pose a few questions to mull over:-
"They [mcdonalds] annually produce over a million tons of packaging, used for just a few minutes before being discarded. What environmental effect does the production and disposal of all this have? Is their record on recycling and recycled products as green as they make out? Are they responsible for litter on the streets, or is that the fault of the customer who drops it? Can any multinational company operating on McDonald's scale not contribute to global warming, ozone destruction, depletion of mineral resources and the destruction of natural habitats?"well what about this organic milk malarkey? isn't that a good thing. well yes, but as patrick holden, director of the soil association responded to news of the change:-
"If McDonald's or any other fast food company wants to restore their tarnished image, they will probably have to go much further than that. Only when their core products come from certified organic farms will we be tempted back into these shops."i don't think it's enough to tempt me to an egg mcmuffin anytime soon.