A store-bought burger on the left, and
a gussied-up burger on the right.
Love them or hate them, you’ve got to admit McDonalds Canada knows how to do public relations.
In this video, the director of marketing answers the question: "Why does your food look different in the advertising than what it is in the store?"
The McDonalds executive orders a quarter pounder with cheese from a restaurant, then compares it with the version that will be used in advertising.
Using the same ingredients, a design studio employs tricks like melting the cheese with a hot iron, carefully applying condiments with syringes, and placing the top bun back farther than the bottom bun to show more of the burger.
They freely admit it takes hours of preparation from food stylists, photographers and a Photoshop "imaging specialist" to make a photo-ready burger.
How’s that for honesty?
Behind the scenes at a McDonald’s photo shoot