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My Greatest Feat

McDonald’s New Zealand

Issue 10 | March 2009

Background

Against a backdrop of rising concerns about obesity and globalisation, McDonald’s had been the whipping boy for everything big and bad about America and fast food. In 2006, after the New Zealand Government declared war on childhood obesity, McDonald’s was devastated when the NZ Police withdrew its support from the 20-year McDonald’s Schools Road Safety Campaign. But McDonald’s was determined to counter the negativity. In 2008, it was a major sponsor of the Beijing Olympic Games and wanted to maximise its involvement.

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