McDonald’s United Kingdom has launched a new product, hamburger Double Filet-O-Fishthat is, its traditional fish hamburger, but in double version. And to communicate it, he has chosen to pay tribute to fans of this particular article of the menu in a campaign that demonstrates both social listening to the brand, and the organic community around it.
By the hand of the creative agency Leo Burnett London, He has revived an old Facebook group dedicated, precisely, to Filet-O-Fish. This is “The Fillet-O-Fish Appreciation Society of 2012”, created in the social network on August 17, 2012. It has updated it, under the name The Fillet-O-Fish Facebook Society of 2012, and with the intention of celebrating a product that often goes unnoticed, despite having a good base of followers.
The goal of McDonald’s is to give the Facebook group the success that it should have had at the time and offering fans a space to connect and share their passion for the hamburger. Has updated the aesthetics of the group designing a new logo, focused on the PHIL A ‘O FISHwhich 50 years ago accompanied the advertising of the product.
To relive The Fillet-O-Fish Facebook Society of 2012, the brand has launched a series of activations. Among them, as Jason Keet, creative director of the agency has shared, through LinkedIn, has created exclusive merchandising and has raffled it through the Facebook group.
Has also created a campaign of outdoor advertising And he has published ads in the newspapers The Sun and Metro. The group has also promoted through social networks and created a campaign inviting users to join the community.
In addition, he has also performed an action of Street marketing, promoting the group during the Glastonbury Music Festival. As shared on social networks, a flag was shown with the new community logo, an image that they explain from the agency and the brand, was captured by BBC.
The campaign, developed over the last days, has managed to raise the group members on Facebook, moving from the 6 initials at 5,975 when publishing this news. As collected Little Black Bookthe community has registered 8,500 comments and reactions.
In addition, McDonald’s accompanies the launch of the Double Filet-O-Fish with the establishment of the National File-O-Fish Day, that takes place on July 1. Has established one promotion, In such a way that product lovers can acquire it through the application for a price of 2 pounds, which is the price presented by the fish hamburger in 2012, when the Facebook group was created.
Throughout this day, as stated in the aforementioned medium, McDonald’s will encourage consumers to enjoy the new article of the menu with email marketing, CRM and external advertising executions. The brand has also associated with the expert the protocol and tag Grant Harld, nicknamed “The Royal Butler”, to invite to go to restaurants.
“The Filet-O-Fish is a true icon of McDonald’s, loved by many, but often enjoyed secret. We wanted to climb this delicious hamburger … so we began to fish on social networks in search of inspiration”; Ben Fox, Marketing Director of McDonald’s United Kingdom and Ireland, has commented through LinkedIn.”Naturally, in 2025, we did what any brand would do and put this forgotten Facebook group and little dear at the center of a national-scale national campaign, taking out the Filet-O-Fish fans from the whole world of shallow waters. It has been a great success, hooking fans and creating waves on social networks”
“The Filet-O-Fish is not just a sandwich. It is a cult classic. Loved by many, but enjoyed in secret. And nothing captured that truth from the fans than this abandoned group”; Andrew Long, Executive Creative Director at Leo Burnett United Kingdom has expressed.”This has been more than a campaign. It has been a cultural awakening. To all those who have once whispered “I will eat a fillet-o-fish” as if it were a guilty pleasure … this is for you“
The campaign has had the participation of the Ready10 Public Relations Agency, the OMD United Kingdom Media Agency, CRM execution by TMW and BTL actions of Linney.
