SUSAN KRASHINSKY - MARKETING REPORTER

For more than two years, McDonald’s Canada has given consumers a behind-the-scenes look at the company, including how its meat is processed, and how burgers are Photoshopped for ads. It’s an attempt to change misconceptions about the fast-food giant. Now, the company is shifting to a more emotional approach in its marketing.

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/mcdonalds-canada-attempts-to-humanize-image-with-candid-ad-campaign/article23255008/