How McDonald’s makes its burgers look delicious in ads [Video]
That McDonald’s burger from your neighborhood drive-thru is never quite as luscious-looking as its juicy, dripping, not-quite-doppelganger in advertisements.
Now customers can see why in a new behind-the-scenes video produced by the fast-food giant.
Hope Bagozzi, director of marketing for McDonald’s Canada, walks viewers through the studio magic used over several hours to plump and primp a Golden Arches burger to its mouthwatering max.
First, Bagozzi picks up a Quarter Pounder with cheese -- likely made within 60 seconds -- from a street-side McDonald’s for comparison. The “steam effect” from the box “makes the bun contract a bit,” she said.
Then Bagozzi heads to the Watt International photo studio, where the same ingredients are being used to carefully craft a similar burger from scratch.
Then food stylists and photographers labor over the sandwich, melting down the cheese with a warmed knife, strategically applying mustard and ketchup with a syringe, slanting the bun to highlight the ingredients.
“It’s like you’re a surgeon in there,” Bagozzi says at one point.
Final touches next, where colors are digitally enhanced and imperfections in the bun smoothed out on a computer.
The resulting contrast between the burgers, both photographed by the same cameras under the same lighting, is stark. The video has garnered more than 3 million views on YouTube.
McDonald’s Canada -- a separate operation from the fast-food behemoth’s U.S. business -- recently launched a section on its website allowing customers to publicly pose questions.
The video was shot in response to one of them; others include “How much food do you deep fry in a day?” and “Why does it take unnaturally long for your food to spoil?”
McDonald’s, with best score yet, still ranks last in survey
McDonald’s: Big changes afoot; kids’ marketing proposal failsMcDonald’s can keep selling Happy Meals with toys in California
Follow Tiffany Hsu on Twitter and Google+
The view from Sacramento
Sign up for the California Politics newsletter to get exclusive analysis from our reporters.
You may occasionally receive promotional content from the Los Angeles Times.