Maybe it’s all the recent buzz about pink slime, but something has prompted McDonald’s, of all brands, to embrace honesty in its advertising. McDonald’s Canada launched a website called “Our food. Your questions.” where anyone can ask a question about their food and receive a (presumably) truthful response. It piqued our attention here at the Mortar, since transparency is oft our weapon of choice.

For instance, Isabel from Toronto asked, “Why does your food look different in the advertising than what is in the store?” McDonald’s responded with a video that chronicles the photo shoot of a quarter pounder with cheese. These burgers get more pampering in an hour than we do in an entire week. The nips and tucks, the blow drying…it’s all a little weird, but at the same time, we came to respect the job of the food stylist. (Fortunately it’s not our job, because under our supervision that burger would be inhaled long before showtime).

An honest question dignified with an honest answer. We like that. (And yes, the endearing Canadian accent helps.) Wonder if we can get them to explain why they had to make Ronald McDonald so dang creepy. #mcnightmares