Super-spicy. Chicken glory. Sides spectaculars…McDonald’s Filet-O-Fish has been left out of the excitement lately. But it has a die-hard following that’s almost “underground”.
One of those die-hard fans set up a Facebook group dedicated to Filet-O-Fish in 2012. Sadly, it did not catch on, amassing only 6 followers. But now, 13 years later, Leo UK and McDonald’s are reviving this group with a mission to make it the success it always should have been.
The partners are throwing their full weight of the brand behind The Filet-O-Fish Facebook Society of 2012, advertising it in the real world with CRM, OOH, national press, stunts and paid social. All in order to rally a passionate army of Filet-O-Fish fans to one place, giving this previously overlooked fandom somewhere to connect and share their love for their favourite fish-in-a-bun.
After reviving the group and building momentum among fans growing from 6 members to 5,800 and counting, McDonald’s officially celebrated the group with the first-ever McDonald’s National Filet-O-Fish Day on July 1 and much-requested Double Filet-O-Fish in its honour. Plus fans were gifted with a one-day-only offer – pricing the sandwich at £2 on the McDonald’s app; the price of a single Filet-O-Fish when the Facebook group was created in 2012.
Central to the push was the revival of Filet-O-Fish mascot, Phil A. O’Fish. Created in 1975, and turning fifty this year, he’s helping the campaign the only way he knows how: by jumping onto Facebook. From sparking conversation in the comments, giving away fish-themed merch, to redesigning the group’s banner and logo, and blowing it up with OOH and ads in The Sun and Metro, Phil has set out to make the group “the swim-away success it was always destined to be” by providing a home for the cult-like Filet-O-Fish fanbase. In response, Filet-O-Fish fans nationwide have flooded the group with content, co-creating with McDonald’s to share their love. One fan even penned a Filet-O-Fish poem, which McDonald’s quickly turned into the group’s very own official sea shanty.
To make sure the Filet-o-Fish resurgence actually surged, fans were teased across CRM by TMW with nostalgic creative nods to Facebook circa 2012, while top Filet-O-Fish customers received exclusive invites and group merch ahead of the launch. Paid social kicked in on June 25, driving new members to join the Filet-O-Fish Facebook Society of 2012, and paid media went live in national press on June 26, when Phil A. O’ Fish officially unveiled the Double Filet-O-Fish to the Facebook group, calling it ‘The big thank you to all these fans who have called for this. It’s the power of your fandom that made it possible!”
Influencers received PR boxes complete with merch and a first taste of the Double Filet-O-Fish. The group’s fandom snowballed quickly throughout the week; a rogue Filet-O-Fish Society flag was even spotted waving from the Glastonbury crowd. The group sparked an outpouring of genuine love for the Filet-O-Fish from fans all over the UK, with fans sharing stories and their favourite Filet-O-Fish hacks, resulting in over 8500 comments and reactions within the group. OOH featuring 2012 computer screen interfaces introduced the Society to untapped audiences, with impactful placements across London by OMD.
McDonald’s even enlisted real-life etiquette expert, Grant Harrold (The Royal Butler), to provide a tongue-in-cheek elocution lesson on how to correctly order the Filet-O-Fish sandwich – Fil-lay-o-Fish or Fil-let-o-Fish?
The campaign was a cross-agency and client collaboration: Leo UK led creative, digital and social, Ready10 handled PR, OMD UK managed all media buying and planning, Linney managed all BTL/POP communications and CRM was handled by TMW.
James Millers & Andrew Long, executive creative directors, Leo UK, commented, “We’re always looking for ways to meet our fans in culture and co-create with them. 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.”
Matt Reischauer, marketing director, 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.”
Credits
Advertising Agency: Leo UK
CCO: Mark Elwood
Executive Creative Directors: Andrew Long & James Millers
Creative Directors: Jason Keet & James Hodson
Creatives: Lucy Jones & Chaz Mather
Creative Director of Design: Dave Allen
Lead Designer: Karolina Alvekrans
Studio Director: Richard Pettiford
Social Strategy Director: Benjamin Obadia
Social Planner: Karel Kumar
Business Director: Jay Perry
Account Director: Nicola Kuan
Senior Account Manager: Natasha Cawley
Account Manager: Brittony Kelly
Account Executive: Zoe Buchalter
Head of Project Management: Siobhan Mulcahy
Project Manager: Lauren Stubbs
Content Creative & Community Manager: Shanice Baker
Content Designer: Cherie Waugh
Content Producer: Ariana Balsaras
Media Buying Agency: OMD
PR Agency: Ready10
CRM Agency: TMW
Below-the-line & In-Restaurant: Linney
Client: McDonald’s
Chief Marketing Office, SVP: Ben Fox
Marketing Director: Matt Reischauer
Head of Marketing Food & Beverages: Ben Sherburn
Marketing Manager (Social): Ana Saffer
Assistant CRM Manager: Andriana Georgiou
