McProspects launches

The Independent's Martin Hickman announced the new film of Eric Schlosser's Fast Food Nation starring Ethan Hawke and Patricia Arquette. I read the book one Sunday in 2003, I think. I can't imagine how it will translate into film. However, McDonald's replied this week with the launch of a McProspect campaign to convince people that they offer decent jobs and other benefits. Newsnight featured our research Wed 19th in their report on the new initiative. I'm looking forward to see what difference it makes to people's impressions of McDonalds.