Key Takeaways
- McDonald’s Brazil partnered with Duolingo and creative agency Galeria.ag to turn a limited-time menu item into a viral marketing moment.
- The campaign's ad plays on language barriers, using Duolingo’s beloved owl, Duo, to create a fun and relatable experience for Brazilian audiences.
- McFish & Chips’ exclusivity, combined with McDonald’s My McD loyalty program perks, drives urgency and customer participation.
McDonald's Brazil has launched a bold and witty campaign to promote the return of its limited-time McFish & Chips, enlisting none other than the viral sensation, Duo, the Duolingo owl.
Crafted with creative agency Galeria.ag, this unexpected yet brilliant partnership aims to spark conversation, entertain, and subtly educate Brazilians — where less than 1% of the population is fluent in English.
View this post on Instagram
The McFish sandwich is not a permanent menu item in Brazil, making each return a highly anticipated event.
In a statement exclusive to DesignRush, Rodrigo Marangoni, executive creative director at Galeria.ag, emphasized the importance of keeping the excitement alive:
"Brazilian consumers are highly interactive online, so we wanted to create something that blended humor, pop culture, and a little challenge. Our goal was to make the experience fun and memorable, not just another campaign.
The collaboration between McDonald’s and Duolingo was a perfect match. McDonald’s has massive visibility, and Duolingo has an incredibly engaged community.
Even though Brazil isn’t an English-speaking country, we introduced a product with an all-English name — McFish & Chips. This unexpected yet powerful mix made people stop and take notice."
View this post on Instagram
The fast food giant opted to name its new limited-time offer McFish & Chips, a fully English-language SKU in a Portuguese-speaking country.
That’s where Duolingo steps in, as the language-learning app has become a social media powerhouse in Brazil, constantly engaging audiences with viral trends, memes, and humor.
More Than Just a Sandwich
McDonald’s Brazil and Duolingo kick off their 30-second commercial with a woman struggling to order a McFish & Chips meal.
Each time she mispronounces the name, Duo edges closer, intensifying the pressure.
After several attempts, she finally gets it right, earning Duo’s approval, closing the commercial.
View this post on Instagram
The campaign is a prime example of modern advertising, weaving storytelling and pop culture into a meaningful yet wildly entertaining experience.
By teaming up with Duolingo, a brand with over 50 million downloads in Brazil, McDonald's has crafted a campaign that feels fresh, relevant, and, most importantly, fun.
McFish & Chips is available at McDonald’s locations across Brazil for a limited time, starting at R$36.90.
McDonald’s My McD loyalty program members can also earn bonus points with each purchase, adding an extra incentive to indulge.
Previously, McDonald’s celebrated 50 years of the Egg McMuffin with a national breakfast campaign led by Wieden+Kennedy New York.
