Key: '100% Pure' is like McDonald's ad

Last updated 05:00 27/11/2012
John Key
Fairfax NZ

Prime Minister John Key

Relevant offers


Partner of Kiwi detainee speaks out about detention centre struggles Stories of detained Kiwis show 'crude' nature of Aus policy - Andrew Little MP Clare Curran posts photo of invalid flag vote online Freshwater group welcome new iwi rights under proposed RMA law change Revealed: The highest paid public servants Hottest jobs in the public service Positive reception from Aus trip fuels fight against 'injustice' - Andrew Little Bill English reassures "super is sustainable'' in Wanaka charm offensive Labour's Waikato economic time bomb comment dismissed Government backs off fundamental changes to resource management law

Prime Minister John Key has likened New Zealand's "100% Pure" brand to a marketing campaign by hamburger giant McDonald's - and says no-one expects it to be 100 per cent true.

"It's like saying 'McDonald's, I'm loving it' - I'm not sure every moment that someone's eating McDonald's they're loving it . . . it's the same thing with 100% Pure. It's got to be taken with a bit of a pinch of salt."

Key made the comments amid controversy over criticism by Massey University scientist Mike Joy of New Zealand's clean, green brand.

Joy's criticisms were printed in the New York Times ahead of a major push by Tourism New Zealand around the Hobbit movies, under a deal negotiated by Key as tourism minister with movie bosses.

Joy told the newspaper the reality of New Zealand's environmental record came nowhere close to matching the 100% Pure brand. His comments have sparked a backlash from, among others, lobbyist Mark Unsworth, who accused him in an email of an ego trip.

Key said even cavemen failed to live up to the "100% Pure" standard Joy wanted. "If . . . we should be 100% Pure and . . . there's no economic activity . . . cavemen burning fires has a environmental impact."

Ad Feedback

- The Dominion Post


Special offers
Opinion poll

Where do you stand on political coat-tail riding?

If it gets marginalised voices into Parliament, I'm for it.

I'm against it - if you don't get the votes, you shouldn't be there.

It's just part of the political game.

Vote Result

Related story: Voters reject riding on the coat-tails

Featured Promotions

Sponsored Content