Q: You seemed very confident the chicken nuggets stunt with the children would work. What did you think when it didn't?
A: I had done this with kids in England before, and it worked every single time because when I showed them the stuff that was in a really cheap and nasty nugget, they didn't want to eat it. But it didn't work this time, and I really don't know why. Maybe the kids were a little bit younger. The thing is, the icons of the burger, nugget and pizza are incredibly strong in the United States. In some ways, these are some of the most consistently friendly and positive products in a kid's life. They love the adverts, the billboards, the packaging, the treats and the free presents that come along with the actual food—so maybe that explains the result I got.