McDonald’s
McDonald’s National Filet—O—Fish Day
‘The Filet-O-Fish Facebook Society of 2012’ was created by one fan. It had 6 members. Today, it’s the unlikely spark behind our latest campaign for McDonald’s. Why? Because the Filet-O-Fish isn’t just a sandwich. It’s a cult classic. Loved by many, but often enjoyed in secret. And nothing captures this fan truth better than this abandoned group.
The Revival
So, with a little help from an old mascot, we celebrated this long-forgotten Facebook group, turning it into the biggest Filet-O-Fish community across the world. Spearheaded by our revamped version of Phil A. O’Fish and supported with exclusive merch, massive OOH, press coverage in national media and a CRM campaign, we’ve seen support for the group swell to 6,000+ passionate Filet-O-Fishinados.
A Celebration
We even gave fans their very own National Day of Celebration, with today marking the first ever ‘National McDonald’s Filet-O-Fish Day’ alongside the much-anticipated launch of the Double Filet-O-Fish. This underdog story has been 13 years in the making and is dedicated to everyone who has ever whispered “I’ll have a Filet-O-Fish” like it was a guilty pleasure. You are not alone.
