Mc Donalds Food Advertising
A McDonald’s cheeseburger compared with the same burger styled for photography (YouTube/McDonald’s Canada)
There’s no denying that pretty much any photo of a fast-food burger looks better than the real thing. And in a fascinating development, McDonald’s Canada has revealed the exacting process of food styling the company’s burgers for advertising campaigns.
The qualitative gap between food advertising and the actual product raises all sorts of questions, not the least of which is, is it even the same stuff?
“I think that it’s important to note that all the ingredients are the exact same ingredients that we use in the restaurant,” Hope Bagozzi, director of marketing for McDonald’s Canada, says in a new video posted to YouTube. “So, it is the exact same patty, it’s the exact same ketchup, mustard and onions, and same buns.”
McDonald’s Canada has a “your questions” section on its website and Bagozzi was responding to a question from Toronto reader Isabel M. who asked, “Why does your food look different in the advertising than what’s in the store?”
“It’s a great question, Isabel,” Bagozzi says in the video. “We get asked that a lot.”
Here’s the video of her response:
