Just as the 2004 documentary was being released, McDonald’s was phasing out super-sizing and introducing an exercise-focused Happy Meal. Coincidence?
The documentary, now two decades old, served as a cautionary tale about obesity in America. Penned, produced, and helmed by filmmaker Morgan Spurlock, who passed away from cancer at 53, "Super Size Me" was a daring experiment in human resilience. Spurlock subjected himself to a strict regimen of consuming solely McDonald’s fare: three meals a day from February 1 to March 2, 2003. He willingly accepted the "super size" option whenever offered and limited his physical activity to walking approximately 1.5 miles daily.
In the documentary, Spurlock poses the question: "What would occur if I consumed only McDonald’s for an entire month? Would I rapidly spiral into obesity, mirroring the stereotype of the typical American diet? Or would the risks be far more severe?" With a daring spirit, he declares, "Let's discover the truth. I'm prepared. Super size me!"
He would find himself nearly 25 pounds heavier, witness a spike in his cholesterol levels, and battle mood swings and depression.
Meanwhile, the atmosphere at McDonald’s likely mirrored his struggles. Even before the film's release in May 2004, the fast-food giant seemed to be feeling the pressure.
In March 2004, two months prior to the public's exposure to "Super Size Me," McDonald’s made headlines by announcing the gradual discontinuation of the "super size" option. Was this a preemptive move in anticipation of public backlash? Possibly.
Of greater significance was the debut of McDonald’s “Go Active!” Happy Meal, a boxed meal featuring an image of a young woman in workout attire stretching her right leg. Touted as an "adult Happy Meal," the “Go Active!” box contained a salad, bottled water, a pedometer, and tips for incorporating more walking into one's routine. It formed part of a strategic effort to present McDonald’s offerings as more appealing to health-conscious consumers.
According to contemporary reports, the nationwide launch of the “Go Active!” Happy Meal occurred on May 6, incidentally just one day before “Super Size Me” hit movie theaters.
McDonald’s framed these menu adjustments and additions as a response to a plea from the U.S. Department of Health and Human Services earlier that year, urging private sector involvement in combating obesity, as noted in an Associated Press article at the time.
Interestingly, there was no mention in the AP report of an upcoming indie film that would eventually rake in $22 million and secure an Academy Award nomination for best documentary.
It's reasonable to argue that McDonald’s was simply aligning itself with the cultural climate of the early 2000s, a time when many advocated for a healthier American diet. After all, no corporation as massive as McDonald’s can enact menu alterations without extensive preparation: the process involves coordinating supply chains, sourcing new packaging materials, and devising marketing strategies, a task that often spans several months.
Then again, the filmmaking process itself is time-consuming. Spurlock had already captured his fast-food odyssey over a year before the documentary's release. Is it plausible to believe that McDonald’s was oblivious to the film's production and its potential repercussions on sales?
Even McDonald’s got in on the action, issuing a press release shortly after the premiere of “Super Size Me.” Some of the relevant excerpts have been archived online by cultural researchers examining the film's impact. One paragraph in particular caught attention:
“This movie revolves around one person's choice to behave irresponsibly by consuming over 5,000 calories daily—twice the recommended intake for adult males—and intentionally restricting physical activity. That's why this film fails to contribute to the crucial conversation currently underway regarding nutrition and balanced living.”
The company makes a valid point, one echoed by others at the time. (Spurlock later admitted, in a #MeToo revelation, that he hadn't been sober for more than a week in 30 years, raising questions about the role of alcohol in his health issues in 2003.) But let's also be realistic: McDonald’s was essentially attacking the messenger, a typical tactic for any institution facing scrutiny.
And it's worth noting: Even in 2004, few needed a documentary to realize that excess could be found at McDonald’s. A Double Quarter Pounder With Cheese combo meal, including medium fries and a Coke, packed a hefty 1260 calories, with more saturated fat in one meal than the recommended daily intake.
McDonald’s took another jab at Spurlock and his documentary ahead of its release in Britain later in 2004. The company initiated an "unconventional campaign" with national newspaper advertisements that seemed to criticize McDonald’s itself, as reported by the Guardian in August 2004.
The ad, as reported by the Guardian, states, "What may surprise you is how much of the film we agree with. We do agree with … its core argument, that if you eat too much and do too little, it’s bad for you." It further highlights that the average McDonald’s customer would require six years to consume the amount that Spurlock consumed in just 30 days.
In the two decades since “Super Size Me” premiered, the paths of the filmmaker and McDonald’s have diverged. Following his acknowledgment of sexual misconduct, Spurlock characterized himself as part of the #MeToo issue and resigned from his production company, Warrior Poets.
Meanwhile, McDonald’s has continued its upward trajectory. Its sales have risen, as has its stock price, particularly in comparison to its value in 2004. According to the New York Times, "The stock price of McDonald’s hit an all-time high in January, and has risen nearly 1,000 percent since ‘Super Size Me’ debuted—nearly twice the return of the S&P 500."
Yet, alongside these successes, American obesity rates have also increased.
What does this say about America? Perhaps that, ultimately, storytelling cannot rival the allure of salt, sugar, fat, and the marketing prowess of McDonald’s.
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