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.
Burger-Shaped Pet Bowl Ads
The McDonald's Filet-O-Fish Campaign Features Very Fresh Food
Trend Themes
1. Creative Food Advertising - Disruptive innovation opportunity: Explore unconventional ways to highlight the freshness and appeal of food products in advertising campaigns.
2. Visual Storytelling in Print Ads - Disruptive innovation opportunity: Utilize innovative design techniques to enhance the impact and memorability of print advertisements.
3. Shaping Perception Through Imagery - Disruptive innovation opportunity: Implement unique visual metaphors to challenge preconceived notions and change consumer perceptions about a product.
Industry Implications
1. Fast Food - Disruptive innovation opportunity: Introduce refreshing and creative advertising strategies to combat negative perceptions surrounding freshness and quality in the fast food industry.
2. Advertising and Marketing - Disruptive innovation opportunity: Embrace unconventional visual storytelling techniques to captivate and engage audiences in the competitive advertising and marketing industry.
3. Pet Care - Disruptive innovation opportunity: Explore creative ways to promote pet-related products and services by leveraging unexpected imagery and concepts to attract consumer attention.