McDonalds has purged itself by being clear about its burger photoshoppery.
In a genuinely intriguing video Maccy D's has revealed the process behind their “food-styling”.
It shows how their preferred photography team spend hours nailing the ideal snap with all ingredients on show.
The cheese on their perfect burger is blasted with a blowtorch to achieve the right level of melt, while ketchup and mustard is added using a syringe.
It's all part of a project launched by its Canadian outfit to increase transparency. They posted the video on YouTube after a kid asked "Why does your food look different in the advertising than what is in the store?"
Interestingly, the presenter assures viewers that all the ingredients used for the photo are those used in restaurants.
She says: “That burger [made in a normal McDonald’s] was made in about a minute or so. The process we go through on the average shoot takes several hours.
“I think that it’s important to note that all the ingredients are the exact same ingredients that we use in the restaurant.
“So it is the exact same patty, it’s the exact same ketchup, mustard and onions, and same buns.”
Apparently the burger looks bigger than those bought in-store because steam generated from a newly-made burger when put in the box compresses the product.