McDonald tells you why burgers in ads look better in picture

Mon 2 July 2012 10:00, Qin Hu

McDonald tells you why burgers in ads look better in picture

“Why does your food look like different in the advertisement than what is in the store?” This question was directly asked on the McDonald’s Canada website – our food, your questions recently. Interested in how McDonald’s responded? Let’s keep reading :)

This question is not difficult to answer, but the challenge is to give a smart answer. McDonald’s takes this seriously and even posted a video on YouTube, which can reach more audiences who have the same questions. In the video, Hope Bagozzi, McDonalds Canada’s director of marketing, went to a McDonald’s store, bought a Quarter Pounder and brought it to an agency which has been responsible for McDonald’s creative merchandising for the last seven years. Meanwhile, another Quarter Pounder was prepared there, and both burgers have been photographed.


“I think that it’s important to note that all the ingredients are the exact same ingredients that we use in the restaurant,” Hope says in the video. “So, it is the exact same patty, it is the exact same ketchup, mustard and onions, and same buns.” In the end, the same type of burgers, two totally different looks.


The secrets are clever tricks, fancy lighting, and digital editing, which can make anything look incredible. Want to know more details about those secrets, and present your food gorgeously. Here is the video of McDonald’s 


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