McDonald's | McFish, from Zero to Hero

Challenge

The McFish was never a best-seller, so it was removed from the menu in 2019. We decided to bring it back to reconnect with its passionate fan base. However, we needed to create a strong movement among its fans to ensure they influenced its success, turning the McFish from a past flop into the topic of the moment and
a sales hit.

Insight

The product's return became a popular request from fans on all McDonald’s platforms. We engaged the fan base without confirming the comeback, and when interest peaked, we officially announced it on social media and national television. We also introduced a pre-sale period, allowing fans to purchase the sandwich before its launch, with vouchers stored in digital wallets like festival tickets.

Results

The excitement and fear of missing out were so great that the projected sales for 60 days were achieved in just 72 hours.