Starting this week and through to St. Valentine’s day, the fast food chain McDonald’s accepts hugs, calls, selfies and other feel-good actions as payment in its U.S. restaurants. The new short-term loyalty program «Pay with Lovin'» was announced in a TV ad aired during Super Bowl on Sunday.

However, there are some restrictions: only selected restaurants participate in this program, not all the customers can participate, and only during designated times.

The «Pay with Lovin'» program is part of the bigger communication campaign «Choose Lovin'» created by Leo Burnett and rolled out in January to strengthen its «I’m loving it» motto and positioning. Experts explain this move as a reaction to the rising criticism from health activists, and general decline in sales in the Q4, 2014 in the U.S.

Business Insider compiled dozens of pictures with the hashtag #PayWithLovin — see them here.