Engineering the Perfect McDonalds Burger, and a Marketing Win

Why does a Quarter Pounder with Cheese look so much better in the ads than out of the box? Their marketing team wants to show you. 

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

Kasia Cieplak-Mayr von Baldegg is the executive producer for video at The AtlanticMore

Cieplak-Mayr von Baldegg joined The Atlantic in 2011 to launch its video channel and, in 2013, create its in-house video production department. She leads the development and production of original documentaries, interviews, and other video content for The Atlantic. Previously, she worked as a producer at Al Gore’s Current TV and as a content strategist and documentary producer in San Francisco. She studied filmmaking and digital media at Harvard University.

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