Filet-o-Fish
McDonald's Filet-O-Fish needed a new hook.
The iconic sandwich introduced in 1981 was only being bought by 45-65 year-old customers and only during Lent. We needed to do something to appeal to a larger audience and remind people the Filet-O-Fish is a great choice any day – not just Fridays. We decided to target a younger crowd and amp up the quirkiness of the sandwich to make it more fun and relevant. So we created Frankie the Fish in a fully integrated campaign, which quickly infiltrated pop culture and increased Filet-O-Fish sales 22%.
As Creative Director I was directly involved with this project from start to finish–selling the concept to the clients, choosing the song (sorry!), casting & shooting the spot, convincing McDonald's Global Chief Creative Officer to do a sequel (for the first time in McDonald's history) and producing a Frankie the Fish toy sold in fine stores everywhere. If you're interested, there is still one available on Amazon for the low low price of $180.
“Singing Fish” Case Study (3:00)
“Singing Fish” (:30)
“Singing Fish: The Sequel” (:30)
“Filet-o-Fish Buzz” (1:13)
Toy
350K Sold Throughout the U.S. YOU KNOW YOU WANT ONE!
Radio
The original song was all over the airwaves and just in time for the sequel we released the “club remix,” which was also featured on the limited edition Frankie the Fish toy. It was fun being Jay-Z for a day.