- As the German government holds 'mad cow' crisis talks
in Berlin, fast food chain McDonald's has launched a burger made entirely
out of pork in a bid to protect its sales there.
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- The McFarmer burger, which is unique to Germany at present,
will be promoted by its local roster agency, DDB worldwide-owned Heye &
Partner Munich, via a TV and radio campaign.
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- McDonald's move to sell pork burgers comes as German
consumers become increasingly concerned about eating beef.
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- Although there have only been eight reported cases of
BSE since 1997 compared with 11,030 in the UK, there has been a fall in
demand for beef products since the first German BSE case was reported on
November 24.
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- When the UK BSE scare was at its peak in the mid-90s,
McDonald's was forced into PR crisis management but did not launch the
pork burger here.
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- MPs are today questioning health and agriculture ministers
about allegations that the German public has been misled over the safety
of beef.
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- Before Christmas McDonald's embarked on a massive ad
campaign in Italy to allay public fears over beef safety, despite no case
of BSE being reported there.
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