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McDonald's brought back the McRib after a twelve year absence from their UK menu. They wanted us to engage the fans of old as well as inspire a new generation of McRib lovers.
The idea
The McRib has a global cult-like following of fans who display their love of the product in odd and often obsessive ways.
We created a selection of curious characters who embodied the spirit of these fans and used them as advocates of the McRib in social channels and on various media placements. Our amused fans recognised their passion for the product and the videos inspired the interest of a whole new audience.