- McLibel -

A global campaign with zero budget

For years and years, McDonald's has been a perfect example of marketing efficiency and control, producing cute TV commercials and supporting them with huge media budgets.

When Morris & Steel wanted to launch their own campaign, to had no money for a TV spot, let alone media support. All they could afford to pay was a little leaflet.

Now with the McLibel, McDonald's has injected a fresh media budget of ú10-million in the pair's point of view. I hope McDo will continue to support their campaign. It's money well spent.

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