The Filet-O-Fish Facebook Society of 2012

Client: McDonald's

The only seafood option on the McDonald’s menu, the relevance of the Filet-O-Fish on the McDonald’s menu was under question – with fans often subjected to comments such as “you’re ordering what?!”.

But in the depths of Facebook lived an abandoned group of just six fans – The Filet-O-Fish Facebook Society. So we unearthed it, turning a humble Facebook group into a cultural phenomenon, inviting the world to join in on the fun. And the nation took the bait. Memes multiplied. Recipes shared. Someone wrote a sea shanty. There may have even been a flag at Glasto. Ultimately the Filet-O-Fish didn’t just return to relevance. It reclaimed its crown as a cult classic.