McDonald’s is promoting their M Burger as a burger for experts. The premium burger is visually presented as six book stacked on top of each other. From top to bottom: Breads & Co, The Encyclopedia of Salad, Tomato A Complete Guide, The Special Book of Cheese, Meat: New Edition, The Very Best of Bread: 100 Recipes. The tagline that goes along with this ad is : “The M burger A sandwich for experts”