Mr Supersize to unleash McDonald's attack in UK

by Mark Sweney, Marketing 18-Aug-04

Morgan Spurlock, the man behind anti-fast food movie Super Size Me, is flying to the UK to lead a major promotional assault ahead of the film's debut on 10 September.

The controversial documentary charts the health of Spurlock as he eats only McDonald's food for a month. The film led to a wave of negative feeling toward the fast-food chain on its release in the US earlier this year.

Distributor Tartan Films has developed a marketing strategy to target both a mass-market audience and obesity campaigners.

A nationwide consumer push will include guerrilla activity at shopping malls and an outdoor and radio campaign. TV commercials are also being considered.

The film is being co-promoted with the British Heart Foundation, the British Medical Association and Sustain, which lobbies for better food and farming.

The Department of Health has also been asked to put together a panel of experts to talk about the issues raised. This will be filmed and screened in cinemas showing advance previews of the film.

In response, McDonald's UK has briefed its agency, Leo Burnett, to develop ads highlighting the nutritional quality of its food.