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Behind the Scene McDonalds Photo Shoot

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Hi, I’m Hope Bagozzi, director of marketing for McDolnald’s Canada. I’m here with the question from Isabelle M. from Toronto, Ontario. She asks, “ Why does your food look different in the advertising than what is in the store? It’s a great question, Isabelle. We get asked that a lot. And if you wanna come with me, I’m gonna take you across the street. We’ re gonna find a little bit more. Come on! Hello, can I please order a quarter pounder with cheese ? Thank you, thank you so much. Here is my hot and fresh quarter pounder with cheese. Oh it looks good. Look at this beauty. Put this one back in the box and aboard to our photo studio and see little bit more about behind the scenes what happens at a photo shoot. We’re on route now to Watt photo studios. Watt has been our agency doing all of our merchandising creative for probably about seven years. What we’re gonna do here is actually put the burger you saw me just buy What we’re gonna do here is actually put the burger you saw me just buy We’re gonna put it side by side next to a burger that were actually we’re craft from scratch with our food stylist and photographer. We’re gonna compare what’s different about the two. I just bought this quarter pounder with cheese. It’s hot off the press it can be. So may we just put that in, get a photo of it. So we can use that for comparison. So we’ll keep the camera, lights, everything the same. It’ll be a direct comparison at the right side of both burgers. Perfect. Ok. What we’re gonna do is introduce you now to Noah who’s our food stylist. How that burger was made in about a minute or so The process we go through on the average shoot takes several hours. Here I think it is important to note that all the ingredients that Noah uses are exactly the same ingredients we use in the restaurant. So exactly the same patties, the exactly the same ketchup and mustard and onions and exactly the same buns. We’re almost ready for you, Neil. We wanna be able to show the pickles and the condiments as we build. In the stores they would just naturally line it up, straight in line. We have to bring it back a little bit to reveal the fact that it comes with pickles and sliver of onions. Because we’re in a one dimensional world in the camera. Everything is in the back in the picture I don’t know what’s actually in it. This way we can at least tell people you have ketchup you have mustard you have two pieces of cheese, you know what you’re getting. Perfect onion selection. It’s like you’re a surgeon in there. Because we have to put things forward, the bun is sitting__ So he’s just compensating. The bun’s just melting the cheese in my__ Maybe I’ll put mustard, ketchup, actually ketchup, mustard, ketchup. You’re ready? Yep. Oh, beautiful. That’s nice. This burger looks pretty good as is. I don’t think it’s gonna need much retouching whatsoever. Let me introduce you Stuart Murray. He’s gonna take the side by side comparison and do a little___ of the product. Less amount of retouching we do to something less perfect it looks but actually it looks more appetizing and more convincing but just didn’t__ some colors, taking out some of the little accident that might happen during preparation which obviously doesn’t show the product as it’s best possible light. You can definitely see there’s a size difference. The box that are sandwich come in keep the sandwich warm which creates a little bit steam effect and it does make the bun contract a little bit. And the main difference is the fact that we actually took all the ingredients that are that are normally hidden under the bun we pulled them into the foreground so you can see them. So there are the main differences so Isabelle thank you so much for your question we hope that’s answered that for you, thanks.

Video Details

Duration: 3 minutes and 25 seconds
Country: United States
Language: English
Genre: None
Views: 47
Posted by: dennis30231 on Jul 17, 2012

Behind the Scene McDonalds Photo Shoot

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