Organisation: McDonalds

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Analysis and commentary by Echo Research.

The McDonalds PR team had its lines carefully rehearsed for the announcement that its supersized portions were being discontinued. Against a tricky background of UK legislative threats, US litigation cases, rising obesity, and a vociferous healthy-eating lobby, the global fast food concern succeeded in communicating the message that it was promoting salads, yoghurt and low-fat milk as well as Big Macs and fries, and that individuals, not fast food outlets, were responsible for their calorie intake. Unfortunately, McDonalds' libertarian messages failed to keep pace with the view that its supersized portions of fries and Coke were behind Britain's bulging waistlines, and that the world's most famous clown was bowing to political and consumer pressure before being forced by the Government to go on a diet. Analysts dismissed the announcement as "a PR move"(Reuters, 4/2), while health organisations urged the fast food industry to clean up its act more quickly. The Government may have backed away from banning junk food advertising for now, but growing awareness about the causes of obesity and unhealthy eating could prove more dangerous to McDonalds' already shrinking bottom line. "McDonalds is in danger of becoming shabby and unloved"was the Guardian's view (5/3). Perhaps it should try a joint venture with Weight Watchers.