Engineering the Perfect McDonalds Burger, and a Marketing Win

By Kasia Cieplak-Mayr von Baldegg

Why does a Quarter Pounder with Cheese look so much better in the ads than out of the box? McDonalds Canada wants to show you. In this short video, their Director of Marketing, Hope Bagozzi, reveals how they style, photograph, and Photoshop the burgers in their ads. It's not that manipulative, she insists -- although the burger is handcrafted by stylists, they use the same ingredients, and the digital editing only corrects for minor imperfections. As an advertising strategy, the video has been successful -- it has collected over two million views on YouTube since it went live on June 19. 

For more videos from McDonalds Canada, visit the YouTube channel

Via Kottke and Hiten Samtani

This article available online at:

http://www.theatlantic.com/health/archive/2012/06/engineering-the-perfect-mcdonalds-burger-and-a-marketing-win/258821/