McDonald’s has finally decided to answer the age-old question: “Why does your food look different in ads than what is in the store?” Usually meaning, Why do McDonald’s hamburgers look delicious, towering with fresh lettuce, juicy beef and fluffy buns on TV, and sort of grey and limp in person?
The short, vague answer is obvious: to sell burgers. The longer, granular answer is in this video, a “behind the scenes” look at a hamburger photo shoot. It’s by McDonald’s, so obviously it focuses on the positives: the company’s Canada Director of Marketing Hope Bagozzi pointedly notes that they use the exact same food in the ads that they sell in stores, their food stylist just pulls it forward on the bun so you can see it in the photo and they touch it up a little in post.
It’s all a bit tightly packaged and polished, but we’re glad McDonald’s is following the move to remove pink slime from their beef with this ostensibly honest video, however tidied up it may be.