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. So they printed a leaflet. Now, thanks to the £10-million McDonald's has injected in the McLibel, the pair's point of vew has gone global.
I hope McDo will continue to support their campaign. It's money well spent.