McDonald’s has turned to Razorfish to help celebrate the return of the McRib which is back on the menu for a limited time following a 12 year absence.
To mark the relaunch Razorfish has made a mockumentary film featuring men and women from different generations talking about the return of the McRib.
The older generation talk about it like it’s the best burger ever made, while the younger generation have no idea what the McRib is.
“For a long time we have had weekly questions submitted on Facebook, Twitter and our What Makes McDonald’s website about our plans to bring back the McRib,” explained head of food and beverage marketing at McDonald’s, Steven Howells.
“Since revealing its return, the conversations online have steadily increased as the excitement builds with customers who remember the McRib as well as those who can’t wait to try it for the first time. We want to channel this excitement with a digitally driven campaign aimed at harnessing the hype through videos, imagery and our followers on our social media channels.”
The McRib is available at McDonald’s until 3 February 2015.