'100% Pure' is like McDonald's ad, says Key

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

Relevant offers

Politics

Northland by-election: Winston Peters to resign as list MP And so, National's fingerpointing begins Cricket World Cup: Black Caps should be immensely proud - John Key Prime Minister John Key defends Northland campaign Northland by-election: The day after Bids invited for seven NZ oil exploration permits Funding boost for inmate education Winston Peters given massive mandate in Northland by-election Winston Peters romps home in Northland by-election Northland decides: Winston Peters takes by-election

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

- Stuff

Special offers
Opinion poll

Should the speed limit be raised to 110kmh on some roads?

Yes

No

Vote Result

Related story: 110kmh limit moves closer

Featured Promotions

Sponsored Content