Editions:  Austria · Denmark · France · Germany · Italy · Norway · Spain · Sweden · Switzerland

McDonalds prepares for Swedish 'fat film' premiere

Share this article

18:59 CEST+02:00
In a couple of weeks' time a new film called 'Super Size Me' will premier in Sweden. Written and produced by Martin Spurlock, it describes one month in his life living solely on McDonald's food.

Trailers for the film have already been shown in cinemas all over Stockholm. Spurlock gained 11 kilos and his health deteriorated. But McDonalds says he is just trying to score cheap points.

"Strong brands evoke strong reactions, both positive and negative," according to Magnus Wikner, Marketing Director at McDonalds Sweden.

"As far as we can make out he doubled his intake of calories and stopped moving about. I think that Swedish cinemagoers and TV viewers are intelligent enough to understand that health and weight are not just about what you put in your mouth."

Lysanne Sizoo

Get notified about breaking news on The Local

Share this article


From our sponsors

Change the world with a master's degree from Sweden's Linköping University

Master's students at world-leading Linköping University (LiU) aren't there simply to study. They solve real-world problems alongside experts in fields that can create a better tomorrow. Do you have what it takes to join them?