Yes. It was, as I note in my presentation, launched in 2010. It is a collaborative effort among Health Canada, food manufacturing companies who are members of FCPC, and McDonald's, who is not a member of FCPC.
It is basically designed to help consumers look at the nutrition facts table on food products and start to understand it better, because, as Bill Jeffery has pointed out, it has not always been easy to look at the label and decipher everything. The percentage of daily value was the one thing that caused confusion for consumers, and before we initiated the program it was the one identified by consumer outreach as an area where they wanted to have better understanding. It's focused on the percentage of daily value, and it's going into its second year.
By reaching out to consumers through TV and through in-store advertisement, the reach is fairly extensive, and we think it is a very good contribution to helping consumers make informed decisions.