# Burger-Shaped Pet Bowl Ads The McDonald's Filet-O-Fish Campaign Features Very Fresh Food By Meghan Young | Published 2011-12-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mcdonalds-filet-o-fish-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/11/mcdonalds-filet-o-fish-fish-bowl/) & [leoburnett](http://www.leoburnett.com) 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. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 11% | Activity: 42% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Creative Food Advertising:** Disruptive innovation opportunity: Explore unconventional ways to highlight the freshness and appeal of food products in advertising campaigns. - **Visual Storytelling in Print Ads:** Disruptive innovation opportunity: Utilize innovative design techniques to enhance the impact and memorability of print advertisements. - **Shaping Perception Through Imagery:** Disruptive innovation opportunity: Implement unique visual metaphors to challenge preconceived notions and change consumer perceptions about a product. ### Sectors Adopting This - **Fast Food:** Disruptive innovation opportunity: Introduce refreshing and creative advertising strategies to combat negative perceptions surrounding freshness and quality in the fast food industry. - **Advertising and Marketing:** Disruptive innovation opportunity: Embrace unconventional visual storytelling techniques to captivate and engage audiences in the competitive advertising and marketing industry. - **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. ## Related on Trend Hunter - [Sustainable QSR Litter Adverts](https://www.trendhunter.com/trends/mcdonalds-malta.md) - [Sensorial QSR Fish Items](https://www.trendhunter.com/trends/get-hooked-menu.md) - [Made-to-Order Burger Ads](https://www.trendhunter.com/trends/burger-kings-advertisements.md) - [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md) - [Dog-Friendly Food Ads](https://www.trendhunter.com/trends/natural-balance-pet-food.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Pristine Fast Food Campaigns](https://www.trendhunter.com/trends/all-flavour-no-mess.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Food Truck Billboards](https://www.trendhunter.com/trends/food-truck-billboard.md)