Hope Bagozzi, director of marketing of McDonald’s Canada, answers Isabel B from Toronto, who asked “Why does your food look different in the advertising than what is in the store?” Bagozzi buys burger #1 at Mickey D’s then heads over to a photo shoot, where a crew of food stylists and photographers fuss over burger #2. At the end, you see them side by side.
We’re assured that the photo shoot uses the same patties, condiments, pickles and buns that are used by the fast food chain, the only difference being the amount of fussing. You have to admit it’s a brilliant marketing campaign. Though we wonder if they’ll address other common burger questions, like, for example, why is there shit in the meat?