Ad vs Reality – Why McDonalds Hamburgers Never Look Like the Ads 1

The food you buy in a store or restaurant never looks as good as the photos in the ads.  Hope Bagozzi, the Director of Marketing of McDonalds Canada is here to shed a little light on the reasoning.  To aid the comparison Hope has purchased a burger from the local fast food joint and places it side-by-side a styled, seared, handled with care burger, fit for a king.

They don’t talk much about the photography gear, but they’ve got at least 6 strobes and a medium format back working for them and are shooting tethered, tweaking the burger between each shot.

Oh, how I’d love to work on a food set for a week or so.