McDonald’s Ireland Presents the “Special Editions” Ciabatta Deluxe

Add Ireland to the list of country’s where McDonald’s has been toying with imagery of “fancier” and “higher-end” burgers (BurgerBusiness). Under the title “Special Editions,” McDonald’s Ireland has premiered a Ciabatta Deluxe, a seemingly high-end burger with tomato, lettuce, Emmental Cheese, cheddar Cheese, a 100% Irish beef patty all sitting on a ciabatta roll.

The copy surrounding images of the burger on the McDonald’s Ireland website spends a great deal of focus reminding the audience that the beef is 100% Irish, supplied by certified members of the Bord Bia Quality Assurance Scheme. Check out the oddly sensual commercial spot they’ve prepared for the burger’s promotional run: