| Title | The McRib is Back! |
| Agency | Razorfish (Europe) |
| Campaign | i'm lovin' it |
| Advertiser | McDonald's |
| Brand | McDonald's |
| Date of First Broadcast/Publication | 2015 / 1 |
| Product | McRib |
| Business Sector | Restaurants & Fast Food |
| Tagline | i'm lovin' it |
| Story | 22 January 2015: London, McDonald’s and Razorfish launch a digitally driven campaign to celebrate the return of the McRib, available for a five week period from 31st December2014 to 3rd February 2015. The McRib, a succulent pork fillet, smothered in sweet and tangy BBQ sauce, topped withgherkins and onions in the classic McRib bun, was last on the menu was 12 years ago, adifferent time, a different generation. But now it’s back and generating nostalgicreminiscence from original fans. |
| Philosophy | To mark the relaunch we made a mockumentary film featuring men and women from different generations who have just heard about the return of the McRib. They all live very different lives, but are united by the relationship they have with the McRib, enthusing viewers with their nostalgia. The return of the McRib happens only once in a generation. An older generation talkabout it like it’s the best burger ever made, the younger generation have no idea whatthe McRib is about. We used the most fervent fans to tell their story about their McRib moment, how they remember it and what it means to them. |
| Result | Head of Food and Beverage Marketing at McDonald’s UK, Steven Howells said, “For a long time we have had weekly questions submitted on Facebook, Twitter and our What Makes McDonald’s website about our plans to bring back the McRib. Since revealing its return, the conversations online have steadily increased as the excitement builds with customers who remember the McRib as well as those who can’t wait to try it for the first time. We want to channel this excitement with a digitally driven campaign aimed at harnessing the hype through videos, imagery and our followers on our social media channels.” |
| Media Type | Web Film |
| Length | |
| Global Chief Creative Officer | Daniel Bonner |
| Creative Director | Cyril Louis |
| Associate Creative Director | Jon Usher |
| Associate Creative Director | Paul Stoeter |
| Creative Team | Kousha Forshami |
| Creative Team | Oddbjorn Stensrud |
| Art Director | Yawming Wong |
| Agency Producer | Brett Melvill - Smith |
| Account | William Wapshott |
| Account | Andrew Schiller |
| Production | Hello Love |
| Director | Jamie Maule - Ffinch |