Damon Gameau actively sought out the participation of stars in cameo roles like Hugh Jackman, Sir Stephen Fry and Brenton Thwaites precisely because he wanted his documentary to be seen by audiences who don't normally watch documentaries.
Damon Gameau consulted frequently with fellow documentarian Morgan Spurlock who, a few years earlier, had made a film about the fast food industry, Super Size Me (2004).
The film has been screened in hospitals, schools and prisons in Damon Gameau's native country of Australia, as well as Parliament.
Hugh Jackman's cameo was shot in 2 hours one afternoon in New York when Jackman had a brief break in his schedule.
One of the inspirations for the film happened 10 years earlier when Australian Aboriginal actor David Gulpilil invited Damon Gameau, his co-star from The Tracker (2002), to visit him in his native land, the Arnhem area of Australia's Northern Territory. Gameau was immediately struck by how much Western culture and food had been assimilated into the Aboriginal lands. Seeing mothers feed their babies Coca-Cola through their baby bottles disturbed him greatly.