McDonald's | McFish, the resurgence
Challenge
Our goal was to ignite desire for the product and announce its return through
an episodic campaign, similar to TV and streaming series. The secondary
objective was to sell all available stock in 42 days, but to our delight,
all sales were completed in just 28 days, a testament to the impact
and success of our campaign.
Insight
If the challenge of introducing the McFish in restaurants was due to its origin, the solution for consumers is to let them experience it. To achieve this, we propose an innovative series-style campaign that builds the idea of “seasons,” effectively turning the McFish into inclusive content. We aim to invite people to become part of the McFish universe, thereby adding depth to the conversation. A key element of this campaign will be a documentary series featuring sandwich lovers, making the audience feel included in the McFish journey.
Strategy: Rafael Martins, Felipe Ribeiro, Julia Ferraz, Felipe Fonseca
Creatives: Victor Capato, Rodrigo Bonfim, Guzera, Carlos Scheleder, Rafael Urenha