Campaign:

• The Campaign would have launched shortly after McDonald’s revealed their burgers spend “4 hours behind the camera”, picking up on the buzz surrounding digitally edited food.

• Parody Dove ‘Real Beauty’ campaigns comparing photo shopped models to processed food.

• “Reverse Photoshop” tv spot showing time lapse of edited burgers reverting to their natural state.

• Invite consumers to join the conversation on social media to debate how they like their burgers.

• Instagram contest with users posting pictures of their burgers with “#nofilter’.

• Mailed holographic coupons with burger switching from appearing processed to natural.