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 £10-million in the pair's point of view. I hope McDo will continue to support their campaign. It's money well spent.