On February 25, McDonald’s Brazil is set to relaunch its iconic McFish sandwich, reintroducing it to its menu with added flair. The fast food giant will present the McFish & Chips, featuring rustic fries and inspired by the traditional British dish of fish and chips. Accompanying this return is the unexpected partnership with the popular language-learning app, Duolingo, aimed at enhancing customer engagement through humor and interaction.
This reintroduction of the McFish has been met with great enthusiasm from its dedicated fan base, which continues to grow. Lariane Duarte, the Marketing Manager for McDonald’s, expressed the excitement surrounding the launch, stating, “The McFish is a phenomenon at Méqui, with a highly engaged fanbase. Even after two seasons, expectations remain sky-high. So we wanted to surprise again, and with this third season, we did more: we brought McFish & Chips, inspired directly by London’s classic.”
The flavorful pairing of the McFish with rustic fries offers Brazilian consumers not only the taste of nostalgia but also the novelty of the updated fish and chips recipe. The origin of fish and chips goes back to 19th century England, and since then, it has become emblematic of British cuisine. With the McFish & Chips, McDonald’s aims to blend this classic with its signature fast-food style, providing customers with both quality and convenience.
To promote the launch, McDonald’s organized a spectacular drone show over São Paulo on February 23, where 300 synchronized drones lit up the night sky, forming the name and emblem of the new dish. The visual display served to celebrate the McFish’s return and highlighted McDonald’s commitment to technology and innovative marketing strategies. The impressive light show also included depictions of the McDonald's iconic packaging and references to the traditional British dish.
But it’s not just the drones creating buzz. The unique partnership with Duolingo brings additional excitement. The collaboration introduces Duo, Duolingo’s mascot, who will assist customers with the correct pronunciation of the new item through entertaining advertisements. This campaign, titled “Do You Speak McFish?”, presents clients humorously attempting to pronounce the dish's name correctly, bringing both fun and interaction to their fast-food experience.
Fans of the McFish have asked for its return for some time, and the relaunch now promises to deliver not only the beloved sandwich but also the engaging experience typical of McDonald's campaigns. The McFish & Chips will be available for a limited time, priced starting at R$ 36.90, and customers can earn 100 points for every R$ 1 spent on the app Meu Méqui for future rewards.
Reflecting on the partnership with Duolingo, Duarte shared insights on its significance: “This collaboration merges the delight of dining with the joy of learning. By integrating education and humor, we hope to reach broader audiences and create memorable interactions.”
The playful essence of the “Do You Speak McFish?” campaign extends beyond the conventional advertisements. It demonstrates how brands like McDonald’s can forge connections with their customers by incorporating educational elements. Such playful interactions resonate particularly with younger demographics who appreciate gamified experiences.
The McFish has solidified its status as more than just another menu item; it has become part of McDonald’s cultural identity among fans. Its intermittent returns have created anticipation, forming a tradition of sorts for customers. Following the successful relaunch phases, fans are eagerly awaiting to see how this latest campaign engages them.
To add more fun, McDonald’s promises various interactive games and challenges on social media, encouraging users to engage with the campaign and test their pronunciation skills as they order the new dish. The playful approach is not merely about selling food but deepening the overall brand experience for customers.
While the McFish & Chips aims to enchant existing customers, McDonald’s strategy also highlights its efforts to attract new ones. By hermetically merging fast food with learning experiences, the company stands out in the competitive market.
With the McFish back and accompanied by rustic fries and Duolingo’s quirky mascot, McDonald’s is not just selling food, but crafting experiences. The campaign marks not only the enthusiastic return of McFish but signifies the continual evolution of customer interaction strategies within fast food chains.
On this exciting note, the McFish & Chips is readied to entice both old fans and new, solidifying its place on McDonald’s menus once again. For customers eager to take part, it’s clear: this is not just about food; it’s about joining the fun of the unique McDonald’s experience, one delicious bite at a time.