k.j. kim, world's smallest food architect?

I recently came across this bizarre marketing campaign for McDonald's Mac Snack Wrap featuring a fictional guy named K.J. Kim, "World's Smallest Food Architect." Huh? It gets weirder...

A gifted graduate (Mini Cum Laude, at age 15) of The Culinary Architect Institute of America, he has a Bachelor of Food Architecture, and is supposed to be, literally, the world's smallest food architect. Like, he's miniature dude -- only a few inches tall. And yes, he is an Asian man.

I don't know what any of this has to do with the Mac Snack Wrap. Hooray, the little Asian man made a gross-ass McDonald's sandwich. Is all this supposed to make me want to buy and eat the damn thing? It's just... weird.

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