This McDonald’s Burger Comes with a Side of a 60-Piece Orchestra. No, Really.

In its continuing effort to keep its menu fresh, McDonald’s in The Netherlands is testing out a new burger they call The Maestro. I have no idea what’s on it, but that doesn’t matter. This story is about what happens when you order one. Adweek reports:

Upon ordering, unsuspecting customers were suddenly bombarded by the explosive sound of a 60-piece orchestra chanting the burger’s name. The orchestra was about 50 meters (164 feet) away in a nearby building, and were watching orders take place live from big screens.

It gets weirder.

Customers took their seats to the crooning of “Yummy, yummy, yummy” from musicians, who also appeared on screens in the restaurant. When they sat, before taking their first bites, they were immediately accosted for their names by a glamorous soprano.

You can read more about the campaign here.