Friday’s New York Times featured a full-page-ad tribute to Fred Turner, the original grillman at the original McDonald’s, who passed away this week.

Nut graf:

From the time our founder Ray Kroc hired Fred as a grill man at our first restaurant in 1956 through his rise to become our Chairman and CEO, Fred’s simple genius was on display. From training our people to leading our global expansion to championing food people love to giving back to the communities we serve, we at McDonald’s are who we are because of Fred.

That’s four separate marketing messages, if you’re keeping score at home.

But why get technical at a time like this.