So now it’s become POM Wonderful Presents: The Greatest Movie Ever Sold.
Spurlock, whose new film debuts at Robert Redford’s Sundance Festival this month, is most famous for his 2004 Super Size Me expose of McDonald’s, tracking his own (mis) fortunes living on Big Macs and the like for a month.
But he says brand owners were much more forthcoming, especially the fearless POM Wonderful.
So much so that he raised $1.5m from them to fund the film which is based on his fund-raising attempts.
If Morgan ever tires of documentaries he could have a great future in – advertising.