“More and more companies are saying nyet to doing business in Russia – the latest is McDonald’s,” US comedian Stephen Colbert told millions of viewers last week. “Yes, Russia just became a no-fry zone.”
His humour belied a fierce campaign that had played out days earlier on social media, including #BoycottMcDonalds and #BoycottCocaCola, which forced them to revise their stance and instead pause sales in Russia.