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Subway ends "Super Size Me" campaign

"Subway executives in the U.S. were as horrified by those images as we were," said Mazzella.


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FOR IMMEDIATE RELEASE

August 6, 2004

Contact: Jeffrey Mazzella

703.535.5836

Subway Halts ‘Super Size Me’ Promotional Campaign in Germany

CFIF commends Subway’s responsiveness

ALEXANDRIA, Va. — The Center for Individual Freedom today recognized Subway’s responsiveness in halting the promotional campaign of Morgan Spurlock’s controversial film "Super Size Me" at the company’s restaurants in Germany. A spokesman at Subway’s corporate headquarters publicly stated earlier this week that the company was pulling the campaign and apologized on behalf of Subway’s German franchisees.

Last week, the Center sent an "Action Alert" to concerned Americans across the country informing them that anti-American marketing materials were being used to promote "Super Size Me" in German Subway franchises, including a tray liner that featured a caricature of an obese Statue of Liberty holding a container of french fries and a cheeseburger. The headline on the tray liner asked, "Why are Americans [Amis, in German] so fat?" The German word "Amis" is considered by many to be derogatory.

"Following public outcry, Subway quickly ended the promotional campaign," said Jeffrey Mazzella, the Center’s Executive Director. "We are pleased with the company’s responsiveness and its public apology on behalf of the German franchisees to the American people. Furthermore, we believe the American people should accept Subway’s good faith in responding to their concerns."

Earlier this week, the Center received indication that a 30-page "Super Size Me" promotional booklet was also part of the German cross-marketing campaign. The booklet contains numerous images insensitive to Americans, including a cartoon depiction of a giant cheeseburger crashing into a cluster of skyscrapers — eerily reminiscent of the 9-11 attacks on the World Trade Center. Company officials assured the Center that those materials were not part of Subway’s overseas activities.

"Subway executives in the U.S. were as horrified by those images as we were," said Mazzella. "The German company that created the images thinks they are appropriate. They want them to be viewed in context. We’ve done that and the inescapable context is inappropriately anti-American," Mazzella concluded.

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[Posted August 6, 2004]

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