'McCruelty' Campaign History

In 1997, McDonald's was found to be "culpably responsible" for cruelty to animals in a court of law during the greatly publicized "McLibel" trial. In July 1997—following the McLibel verdict—PETA wrote to McDonald's asking the company to take steps to alleviate the suffering of animals killed for its restaurants. Between July 29, 1997, and August 30, 1999, PETA unsuccessfully attempted to work with McDonald's toward this end.

• PETA's first letter to McDonald's, following the McLibel verdict
• PETA's memo detailing its first meeting with McDonald's representatives
• PETA's memo detailing its second meeting with McDonald's representatives
• PETA's statement to McDonald's shareholders at its 1999 annual meeting
• PETA's memo detailing its third meeting with McDonald's representatives
• PETA's letter to McDonald's ending talks between the two parties, following more than two years of failed negotiations
• McDonald's CEO's letter to PETA in response to PETA's letter ending talks between the two parties
• PETA's reply to McDonald's CEO

In October 1999, after two years of failed negotiations with McDonald's, PETA launched its "McCruelty" campaign.

• PETA's announcement of its campaign launch
• PETA's statement to McDonald's shareholders at McDonald's 2000 annual meeting
• PETA unveils the "Unhappy Meal"
• PETA's letter to McDonald's regarding the company's public relations statements on animal welfare
• PETA's letter to McDonald's executives and consultants addressing McDonald's treatment of chickens

In September 2000, after 11 months of campaigning and more than 400 demonstrations against McDonald's, PETA announced a one-year moratorium on its campaign when the company agreed to make changes for farmed animals.

• PETA declares a one-year moratorium on its "McCruelty" campaign, effectively ending it
• PETA's letter to McDonald's CEO announcing the moratorium
• PETA's letters to McDonald's CEO one year later, extending the moratorium