Why McDonald’s revived a forgotten Facebook Group

In a gloriously niche celebration of its cult favourite, McDonald’s has revived a forgotten 2012 Facebook group devoted to the Filet-O-Fish once home to just 6 members.

Fast-forward 13 years, and that group is now the heart of a national campaign that has seen membership swell to over 5,800, sparked a grassroots sea shanty, and even got a flag waved at Glastonbury.

Created by Leo UK, and supported by Ready10 (PR), TMW (CRM), OMD (media), and Linney (BTL), the campaign brings back mascot Phil A. O’Fish, turns a fan poem into an anthem, and teases fans with 2012-era Facebook nostalgia.

To mark the occasion, 1st July has officially been named National Filet-O-Fish Day, with McDonald’s offering a one-day £2 Double Filet-O-Fish—the original 2012 price.

Paid social, national press, influencer mailers, OOH and in-store takeovers are all helping to make the Society “the swim-away success it was always destined to be”.

Yes, there’s even a pronunciation debate. (It’s Fil-lay-o-Fish, apparently)

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