Six reasons your burger doesn't look like the ad

McDonald's released this image of a Quarter Pounder purchased from a store and one that had been "styled" and "photoshopped". Picture: McDonald's Source: news.com.au

• McDonald's releases behind-the-scenes video
• Shows why burgers look better than those on posters
• Video watched about 1.2 million times on YouTube

IT'S the age-old question of fast food lovers - why does your burger never, ever, look like the one you saw in the ad?

In a surprising PR move, McDonald's has attempted to answer the queries of Big Mac fans by revealing the tricks it uses to make its burgers look so appealing in adverts.

The fast food giant went behind-the-scenes to show consumers how "food-styling" and "photoshopping" is used to make the product look juicier, bigger and tastier than it really is.

A Canadian consumer prompted Maccas HQ to produce the video after sending in the question: "Why does your food look different in the advertising than what?s in the store?"

McDonald's marketing director Hope Bagozzi conceded it was a "great question" and one the organisation was often asked.

Source: news.com.au

The video shows Ms Bagozzi purchasing a Quarter Pounder from a Canadian store, before taking it to the company's creative agency to be deconstructed and rebuilt for the photo shoot.

Ms Bagozzi then takes the viewer through the various technicians, photographers, image specialists and McDonald's executives who oversee the burger's "photo shoot".

The tell-all video has become a viral hit, having been viewed about 1.2 million times since it was uploaded on YouTube.

Here are six reasons why the burger you are served is almost unrecognisable to the one on the poster:�

1. Ketchup, mustard and condiments are applied with surgical precision via a syringe to the edge of the burger.
2. The cheese is gently melted using a blowtorch and heated palette knife to achieve perfect "melted-ness".
3. Ingredients such as pickles and onions are moved to the front of the burger, to avoid being concealed in the middle.
4. The bun is smaller than appears in the ad as it contracts due to "steam in the box".
5. Small inconsistencies such as stray sesame seeds, blemished and crumbs are photo-shopped to perfection.
6. A normal burger is made in one minute, the photo-styled burger takes hours.

Source: http://news.com.au.feedsportal.com/c/34564/f/632580/s/208fede1/l/0L0Snews0N0Bau0Centertainment0Crestaurants0Ebars0Csix0Ereasons0Eyour0Eburger0Edoesnt0Elook0Elike0Ethe0Ead0Cstory0Efn93ypt90E122640A43647670Dfrom0Fpublic0Irss/story01.htm

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