McDonald’s celebrates Filet-O-Fish® with OOH, social, and £2 deals. Discover how the Facebook group revival is making waves in real life.
A Forgotten Fandom Gets a Second Chance
Back in 2012, a loyal McDonald’s fan created a Facebook group solely dedicated to the humble Filet-O-Fish®—but the world wasn’t ready. With just 6 members, it faded into digital obscurity. Now, McDonald’s is giving this fish sandwich the recognition it deserves, with the help of Leo Burnett UK and a bold, cross-platform campaign.
OOH Advertising Meets Nostalgia and Community
To turn an overlooked item into a cult hero, McDonald’s has taken the Filet-O-Fish® revival offline with out-of-home (OOH) ads, CRM, stunts, national press, and paid social. These real-world activations bring energy to the once-ignored menu item, now front and center in McDonald’s branding.
From 6 to 5,800 Members—And Rising
The group now boasts 5,800+ members, united by their love for the sandwich. This community’s growth isn’t just viral—it’s cultural. McDonald’s has declared July 1st as National Filet-O-Fish® Day, making waves across social media and press.
And what’s a celebration without a deal? On this day only, the Double Filet-O-Fish® will be available for just £2—the same price as the single version back in 2012.
Why This Campaign Matters in OOH Trends
This initiative showcases how OOH isn't just about exposure—it's about emotion, storytelling, and building community. By mixing digital nostalgia with physical placements, McDonald’s builds a bridge between past and present fandoms.
