Don’t you wish you could have the same Big, Juicy McDonald’s burger you saw in advertisement photos? To get an answer to this commonly thought question, a customer from Toronto named Isabel M. took visited McDonald’s Canada’s website and posted her query there.
“Why does your food look different in the advertising than what is in the store?” she asked.
Instead of addressing her query in a conventional way, the Company relied with a Video showing exactly why does the Burger look different in the advertising than what is in the store.
In a video that is quickly going viral on YouTube, director of marketing for McDonald’s Canada, Hope Bagozzi, gives her response.
In a documentary-style Video, Bagozzi enters a typical Canadian restaurant and orders a quarter pounder with cheese. She then visits an ad agency, where the burgers are strategically assembled and then photographed. Each step makes them appear as mouth-watering as possible.
Working with a “food stylist,” Bagozzi and the agency team create a burger from the exact same ingredients they use in the restaurant.” McDonald’s claim is that they only do the doctoring to make the ingredients visible so the consumer will know what’s inside.
“Because we’re in a one-dimensional [sic] world, in the camera, everything is in the back of the picture and we don’t know what’s actually in it,” says food stylist, Noah.
Bagozzi adds that Photoshop effects help to “enhance the color and any accidents that might happen during preparation, which obviously doesn’t show the product in its best light.”