Fully integrated marketing campaign tease + launch created genuine confusion, conversation and elation
After weeks of fanning the flames of speculation and teasing the nation, McDonald’s is officially confirming what fans have been eagerly hoping for - the McRib is back and available for a limited time from tomorrow. Fans have been debating its comeback, and the campaign creative platform ‘McRib Returns?’ led by Leo Burnett tapped into the myth-like cult status of McRib, to allow genuine noise around whether it was in-fact returning.
The campaign, kicked off with a push notification sent to McDonald’s 1.82 million app users, which simply read: “McRib_Test.notification_16.10.24 [TEST]”. An ambiguous media response by Red Consultancy was prepared and shared as news titles were quick to spot the conversation kicking off on social, adding fuel to the fire.
To keep media and influencers tantalised, Red Consultancy organised a mysterious Dark Tasting event with a brand-new Burger Van, where the star attraction was kept under wraps until it was in the hands, still under strict embargo. Leaning into ‘leak’ culture, Red Consultancy then unleashed glitch-themed assets alluding to the return date to key influencers and media outlets, which some saw as confirmation and took to TikTok and Instagram to speculate.
By collaborating with influential personalities, Red Consultancy curated exciting, shareable content that quickly fuelled the buzz, sparking even more excitement across social platforms and building momentum with media for the McRib’s return.
McDonald’s and Red Consultancy hosted top content creators at Thorpe Park’s infamous VIP kick-off to Fright Nights, where lucky attendees became some of the first to savour the McRib – without knowing if McRib was truly returning. As well as partnering with influencer star Ladbaby, who had been vocal of his love and nostalgia for the burger to announce the return to his followers.
On 4th October, when speculation was at its peak the embargo was lifted and widespread coverage landed, giving time for the news to build ready for when McRib is available – tomorrow.
The fully integrated campaign also saw a broken email sent to McDonald’s CRM base, glitchy appearances of the McRib popped up in ads across London, a track called ‘McRib FM’, which was ‘accidentally’ played in McDonald’s restaurants every two hours, OOH placements with the cryptic message ‘The McRib isn’t not back’ further fuelled the anticipation. Plus, a bold 10-second AV film, set to the iconic beat of ‘Party Up (Up in Here)’ by DMX.
The campaign was a cross-agency collaboration: Leo Burnett led creative, digital and social, OMD UK managed all media buying and planning and Linney managed all BTL/POP communications.
Melodie Richards, Consumer PR Lead at McDonald’s, said: “The return of the McRib has been an outstanding success. We’ve seen hundreds of media outlets and social platforms light up with excitement over this iconic product. The buzz generated by our exclusive events and strategic partnerships has truly tapped into the nostalgia and anticipation that fans have for the McRib, making it one of our most talked-about campaigns.”
Source: Leo Burnett UK
McDonald’s and Red Consultancy celebrate, McRib is back in restaurants tomorrow… added by newsroom on
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