mcdonald's photo advertising vs. real burgers

‘behind the scenes of a mcdonald’s photoshoot’
(left) quarter pounder with cheese from the store
(right) quarter pounder with cheese retouched after a photoshoot
image © mcdonald’s canada

ever wonder why the hamburger you get at mcdonald’s never resembles the one in the advertisements? this is what isabel m., from toronto, canada, sent to the famous fast-food chain’s ‘our food, your questions‘ campaign. the result is a step-by-step, behind-the-scenes photoshoot that showcases the difference between a bought  quarter pounder from cheese beside a burger completely crafted from scratch.

‘why does your food look different in the advertising than what is in the store?’ isabel m., toronto, canada
image © mcdonald’s canada

it takes a team of experts to craft the burger
image © mcdonald’s canada

it is perfectly constructed to showcase the hidden ingredients
image © mcdonald’s canada

blemishes are removed to showcase an appetizing product
image © mcdonald’s canada

video © mcdonald’s canada