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Would a picture of rotting food whet your appetite? Most sane human beings would answer with a resounding “No,” but Burger King has other ideas. To celebrate the chain’s move away from artificial preservatives, Burger King’s new ad campaign shows the effects of time on a Whopper left out in the open. In print and digital media, time-lapse photography shows the burger decaying and growing fuzzy with mold. The whole concept comes from anecdotes about McDonald’s burgers staying fresh-looking, even after several years — no doubt thanks to the preservatives they contain. While Burger King does have a good point, there has to be a better way to show it than with pictures of moldy burgers. But in a world where people consume Tide Pods, all bets are off!

Immortal cheeseburgers aren’t the only weird things at McDonald’s.