McDonald's is set to delight its fans once again with the return of the much-loved McFish sandwich, now rebranded as McFish & Chips, featuring rustic potatoes. This popular item will make its grand comeback to the menu starting February 25, 2025, promising to captivate consumers who have eagerly awaited its return.
The latest offering will come with quite the buzz, thanks to a creative marketing campaign spearheaded by McDonald's partnership with the popular language learning platform, Duolingo. The campaign will prominently feature Duolingo's charming mascot, Duo, who will guide customers through their ordering experience and add humor to the promotion.
“The McFish is a phenomenon of Méqui, with an engaged fan base only growing over time, and so, even after two seasons, expectations are still very high,” states Lariane Duarte, the marketing manager of McDonald's. This sentiment reflects the immense excitement surrounding the McFish, which has made waves on social media and among food enthusiasts since its last hiatus.
What distinguishes this relaunch is not only the allure of the sandwich but also the engaging marketing strategy. Last night, on February 23, 2025, McDonald's kicked off the campaign impressively with a spectacular drone show over São Paulo, featuring 300 drones synchronizing to reveal the McFish & Chips name against the night sky. This innovative approach highlights the blend of traditional comfort food with modern marketing techniques.
The McFish & Chips, inspired by the classic British dish, will be available for R$ 36.90 for the basic combo and R$ 43.90 for the double version. With flavors reminiscent of fish and chips, this offering aims to appeal not just to nostalgic customers but also to new diners curious about this unique menu option.
Making waves last year, the McFish had already returned to the lineup twice, first making headlines by selling out quickly during its initial launch. Following public demand, the relaunches were necessary as many fans took to social media to lament its absence. The dedicated support from consumers has led McDonald's to bring it back yet again, with plans for continued collaboration with Duolingo for future campaigns.
To keep the momentum going, McDonald’s has creatively merged their brand with the language-learning fun of Duolingo. This collaboration also sees Duo playfully correcting customers on their ordering pronunciations, reminding everyone to say “McFish & Chips” correctly. The humorous ad campaign launches alongside the sandwich debut, dubbed 'Do you speak McFish?', featuring Duo ensuring everyone's pronunciation is on point.
Analigia Martins, marketing director at Duolingo, expresses the enthusiasm for this partnership, saying, “It's satisfying to be part of this return long awaited by Brazilians and demonstrate how Duolingo can make learning practical and fun.” This reflects not only the excitement around the food but also shows how Duolingo aims to reach new, diverse audiences with its unique approach.
Working closely with Galeria.ag, the marketing agency behind the initiative, McDonald's aims to leverage both the food and educational spaces to engage with customers, reinforcing the shared values of fun and connection. This collaborative campaign is expected to continue across digital platforms, inviting fans to participate through interactive challenges and language games relating to the orders, enhancing the overall customer experience.
The McFish & Chips return reflects McDonald's commitment to keeping their offerings fresh and aligned with consumer expectations, illustrating the power of fan engagement. Not only does this partnership bring two brand giants together, but it creates memorable moments for customers who cherish both innovative marketing and enjoyable food experiences.
So, mark your calendars for February 25—when the McFish & Chips returns to menus across Brazil, inviting both old fans and new customers to revisit this fish sandwich phenomenon wrapped up with delightful, rustic fries.