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Last Updated: Friday, 20 August, 2004, 11:39 GMT 12:39 UK
McDonald's serves up film blitz
Super Size Me
Super Size Me follows one man's month-long McDonald's diet
McDonald's has taken out newspaper ads in the UK to say a documentary about its food is "slick" and "well-made" - but unrealistic.

Super Size Me shows a film-maker eat nothing but McDonald's food for a month - with the result that he put on 25lb (11kg) and was warned he could die.

It was a hot ticket at the Edinburgh Film Festival on Thursday and Friday.

The ad says: "What we do agree with is its core argument - if you eat too much and do too little, it's bad for you."

It goes on: "What we don't agree with is the idea that eating at McDonald's is bad for you."

Morgan Spurlock ate McDonald's food for every meal and had to upgrade to a super size meal if offered. He also cut down physical exercise.

I don't expect it to have an impact here in the UK because I think customers will realise there's nothing new here
McDonald's spokeswoman
The McDonald's advert says the average customer would take more than six years to eat the amount he consumed.

"The film is slick, well-made and yes, somewhat annoyingly, doesn't portray McDonald's in the most favourable light," it reads.

"We've always been famous for our hamburgers and our fries, but we wouldn't suggest that they are anything other than part of a balanced diet."

The ad goes on to give details of healthy options such as salads and fruit bags, which McDonald's says is responsible for a 10% global sales increase.

Cult hit

Super size meals will be scrapped by the end of the year, the chain has announced.

The film has become a cult hit after its US release in May, and won Spurlock the award for best director at the Sundance Film Festival.

A McDonald's spokesperson told BBC News Online: "We know that Morgan is at the Edinburgh Film Festival so we wanted to ensure that there is a balanced debate.

"I don't expect the film to have an impact here in the UK because I think customers will realise there's nothing new here."


WATCH AND LISTEN
Amanda Pearce, McDonald's
"The film doesn't tell us anything we don't already know"



SEE ALSO:
McDonalds fights off film attack
15 Jun 04  |  Asia-Pacific
McDonald's: The journey to health
20 Apr 04  |  Business
New menu gives lift to McDonald's
22 Jul 04  |  Business
Star turns at Scots film festival
19 Aug 04  |  Entertainment
Documentaries turn up cinema heat
23 May 04  |  Entertainment


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