The McDonald's Filet-O-Fish Campaign Features Very Fresh Food

By: Meghan Young - Published: Dec 2, 2011 • References: leoburnett & ibelieveinadv
Although not everyone would like to see their precious pet fish portrayed as food, the McDonald’s Filet-O-Fish campaign is nevertheless very clever and creative. It features a classic fish bowl that has been shaped to look like a transparent burger. Simple and full of impact, the campaign can actually be interpreted as showing people the Filet-O-Fish can be considered as precious as their pet fish, not the other way around.

Conceived and executed by Leo Burnett, the McDonald’s Filet-O-Fish campaign was photographed by Leap Studios. The interesting thing about this print ad is that it does give the impression that McDonald’s Filet-O-Fish burger is really fresh. Since McDonald’s and other fast food restaurants are facing heat about this point, it is only natural that they would advertise otherwise. Stats for Burger-Shaped Pet Bowl Ads Trending: Older & Chilly
Research: 1,168 clicks in 233 w
Interest: 1.1 minutes
Concept: McDonalds Filet-O-Fish
Related: 39 examples / 30 photos
Segment: Neutral, 18-35
Comparison Set: 14 similar articles, including: photocopied publicity stunts, violent car campaigns, and pleasurable mini man ads.