McDonald’s is celebrating the cultural impact of its popular ‘Filet-O-Fish’ sandwich by reviving a ‘forgotten’ Facebook fan group dedicated to the menu item from 2012.
Developed in partnership with creative agency Leo UK, the campaign aims to shine a spotlight on the fish sandwich, which the restaurant calls an “often overlooked” item, despite its “die-hard” following.
The US brand will now throw its full weight behind the The Filet-O-Fish Facebook Society of 2012 (which amassed a grand total of six followers at the time), in order to rally its fans to one place, giving them somewhere to connect over their mutual love of the item.
“We’re always looking for ways to meet our fans in culture and co-create with them,” James Millers and Andrew Long, ECDs at Leo UK said.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“This small corner of the Internet dedicated to McDonald’s Filet-O-Fish perfectly captured the passionate but often overlooked fandom the iconic product has. Reviving the group to give Filet-O-Fish lovers the moment they’ve been waiting twelve years for was a no brainer, and they’ve shown up in force.”
The work will run across out-of-home, national press, PR stunts, social media and CRM, centred around the celebration of ‘National Filet-O-Fish Day on 1st July, for which McDonald’s unveiled the Double Filet-O-Fish sandwich. Media planning and buying was handled by OMD UK.
Matt Reischauer, marketing director at McDonald’s UK added: : “The Filet-O-Fish is an unsung hero on our menu… holding a special place in the hearts of its very loyal fans. You know who you are.
“With Leo UK, we’ve finally given the Filet and its fans the limelight they deserve. From a Facebook group revival to the launch of the delicious Double Filet-O-Fish, this campaign proves how a small yet mighty fanbase can become something much bigger.”
