Have you ever had the huge disappointment of ordering your favourite McDonald’s burger and it never looked anywhere near like it did in the picture above the counter. A customer from Canada wanted to know more and went onto the McDonald’s website to ask this question.
“Why does your food look different in the advertising than what is in the store?” she asked.
The director of marketing for McDonald’s Canada addressed the question and posted a video on YouTube. She enters a normal McDonald’s store and orders a Quarter Pounder with cheese. Thereafter, she drives to a photo studio, where the a food-stylist and camera team are currently shooting the exact same burger.
They use the exact same ingredients and claimthat 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 world, in the camera, everything is in the back of the picture and we don’t know what’s actually in it – food stylist, Noah.
At the end the photo still goes through the photoshop-process where colours are enhanced and mistakes are corrected in order to display the perfect burger. Have a look at the video below and let us know what you think!
Founder of FoodBlogSA Media. B.Bus.Sc. - Marketing; M.Bus.Sc- Tourism. A career in destination marketing was calling but then my passion for food took over. Welcome to our restaurant marketing platform.