McDonald’s Canada takes a new approach in marketing by directly answering the customers questions about its products.

Hope Bagozzi, director of marketing for McDonald’s in Canada, released a You Tube video showing how it’s done and why. She picked up a Quarter Pounder with cheese from a local McDonald’s and takes it to Watt International‘s photo studio, where they shoot their advertisements, to compare the two versions. It’s pretty interesting! Watch the video below.