Group kidnaps Ronald McDonald
A shadowy organisation calling itself the Food Liberation Army claims it has kidnapped Ronald McDonald.
The FLA says it will 'execute' the McDonald's restaurant chain character if its demands are not met.
In a scene uncomfortably similar to those depicted in Al-Qaeda videos, five people in balaclavas are shown standing behind a hooded Ronald statue.
The spokesman for the group - who are based in Finland - demands that the McDonalds organisation answer ethical questions or the character will be executed.
He says: "Two days ago we kidnapped Ronald McDonald from a McDonald's Restaurant.
"We love burgers, fries and McDonald's, but we can no longer watch silent when the food we love is being destroyed and brought to shame because of greed and indifference. Because of your short-sightedness your burgers have become nearly inedible.
"If you do not answer all the questions we will execute Ronald on Friday February 11, 2011 at 6:30pm."
He then states eight questions, which include: "Why are you not open about the manufacturing processes, raw materials and additives used in your products? What are you afraid of?" and "Why is cheap production cost your main value?"
But a spokeswoman for McDonalds slammed the stunt as being in "very poor taste" and denied the claims that it was attempting to hide details about its food quality and manufacturing processes.
"McDonald's is always available to engage in constructive conversations with our customers, stakeholders and the media. This stunt is in very poor taste and not a responsible approach to meaningful dialogue," she said.