McDonald's Australia, known by Aussies as "Maccas," offers an iPhone app that lets diners learn about the origins of ingredients used in eight products, including burgers, fries and buns. With the TrackMyMaccas app, customers scan augmented reality codes printed on food packaging. The app then translates data from Macca's supply chain systems about farms, suppliers, ingredients, date, time, weather, location and other variables into an animation that incorporates the faces and voices of real farmers. The text and visuals are wry and informative. "We were very conscious of being entertaining in an adult way," says Shamini Nair, head of digital business for McDonald's Australia. "The Simpsons was the inspiration."