McDonald’s rolled out a gigantic advertising campaign pushing something called a “New York Bagel Supreme” in the Netherlands and used The Bushwick Collective to market it as an authentic New York product, Adweek recently reported.

The campaign includes murals painted by The Bushwick Collective’s artists all over the Netherlands, as well as a four-minute-long documentary featuring the collective’s founder Joseph Ficalora and assorted artists. In addition, the fast food chain commissioned a song called “New York Flavor” by Newark hip-hop group Artifacts and singer Denise Weeks, a subway performer who gained some notoriety through an X Factor performance.

Basically, it looks like the aim was to prove just how authentic the bagel supreme is by showing us where the “New York Flavor” comes from.