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McDonald's is bringing back a fan-favorite, and it's teasing the menu item through a series of cryptic yet widely entertaining ads.
Helmed by global ad agency Leo Burnett, "McRib Returns?" is exactly as its title suggests — a question about the comeback of the iconic sandwich through efforts that more or less confirm its return.
These include "mistakes" that make customers wonder whether or not they were intentional.
Some users reported to receiving glitchy app "McRib Test" notifications with the date October 16, 2024, which simply wrote: “McRib_Test.notification_16.10.24 [TEST]."
Meanwhile, McDonald's subscribers also received broken emails from the fast-food chain to tease the McRib.
Apart from the push notifications, McDonald's took its cryptic promotions to its stores, playing a special "McRib FM" track "by accident" every other hour.
Building towards its supposed comeback, the fast-food chain went the extra mile and put up playful mistakes in its classic billboards, with a visual "glitch" teasing the McRib by the bottom corner.
Now, the sandwich is back (for real) in all its glory, debunking the mysteries McDonald's has built in the past week.
Mystery Solved
The campaign, with creatives led by Leo Burnett and PR led by RED Consultancy, harps on the myth-like reputation of the McRib, which was last offered in U.K. restaurants a decade ago.
Always sold as a limited-time offering, the initiative sought to spark a sense of urgency and excitement among fans, reminding them to get it while they can.
"The McRib is a cultural icon, so it was important to make sure this campaign didn’t just celebrate that, but actually leveraged and built on its legendary status.
By understanding how the brand lives in the real world, we have been able to build hype in a playful and culturally relevant way, which fans have loved," Leo Burnett UK executive creative directors Andrew Long and James Millers shared in a statement.
McDonald's has been widely known for its fun and engaging ads, now evidently catering more toward the Gen Z and Gen Alpha audience with its use of internet niches and trends.
It knows the right language to use and leans into the constantly evolving "meme" culture established by the two generations, an important aspect of appealing to that specific target audience.
Just last week, the fast-food giant launched its highly anticipated Chicken Big Mac together with popular streamer Kai Cenat.
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