McDonald’s is shaking things up again with the exciting relaunch of its beloved McFish sandwich, paired with the debut of the McFish & Chips combo, which features rustic potatoes as the perfect accompaniment. This move, which kicks off on February 25, 2025, has already generated immense buzz among fans eager to revisit this iconic menu item.
The McFish, which originally made its mark on Brazilian menus before being discontinued in 2019, is back by popular demand. Those who have followed its culinary saga will know how dedicated fans had campaigned for its return, even creating social media pages dedicated to its revival. Lariane Duarte, McDonald’s Marketing Manager, has been instrumental in responding to this fervent demand. “The McFish is a phenomenon at Méqui, with a super-engaged fan base only growing over time. Even after two limited editions, the expectation continues to be sky-high,” she emphasizes, highlighting the sandwich’s cultural impact.
On February 23, prior to the official launch, McDonald’s set the stage for this comeback with a spectacular aerial display over São Paulo, utilizing 300 drones to announce the arrival of the McFish & Chips. This innovative marketing tactic not only captured the attention of onlookers but also reinforced the brand’s commitment to blending creativity with meal promotion.
How did the idea of McFish & Chips come to life? The unique offering takes inspiration from the traditional British dish, widely cherished since the 19th century, combining battered fish and chips—which are now creatively interpreted as rustic potatoes—into the classic McDonald’s format. This cleverly themed product aims to resonate with both nostalgic and new consumers. Lariane explains, “We wanted to surprise again, and with this third season, we brought the McFish & Chips, inspired by another classic straight from London.”
To boost awareness and consumer interaction around this launch, McDonald’s has partnered with Duolingo, introducing the Duo—the beloved mascot of the language-learning app—as their quirky ambassador for this campaign. Together, they are rolling out a series titled “Do You Speak McFish?” This campaign brings humor and relatability, featuring scenarios such as customers attempting to order the new combo. According to Analigia Martins, Duolingo’s Marketing Director, this collaboration aligns well with both brands—“It’s an honor to be part of this eagerly awaited comeback for Brazilians and to show how fun learning can be,” she states, underscoring the educational aspect of the partnership.
The advertisements promise to be filled with both humor and unique experiences as the inclusion of interactive games and challenges tests fans' pronunciation skills, driving engagement on social media platforms. “This connection between Méqui and Duolingo was natural. On one hand, you have an iconic brand creating unforgettable experiences, and on the other, you have an app transforming language learning,” remarks Rodrigo Marangoni, Director of Creation at GALERIA.ag, the agency behind this collaboration.
The McFish & Chips is available for purchase at specific prices: R$ 36.90 for the simple version and R$ 43.90 for the double version, ensuring it remains accessible for fans. This offering is part of the brand’s broader strategy—by releasing products for limited periods and generating feelings of exclusivity, they attract consumer interest and drive sales. When the McFish was last launched, stories circulated of it running out quickly due to high demand, leading to even media scrutiny.
Despite the excitement surrounding this relaunch, some fans have expressed concern over the pricing compared to previous productions. Social media is abuzz with various comments, from excitement to apprehension. One Twitter user excitedly proclaimed, “I waited for this moment! McFish & Chips has my name on it!” Another expressed frustration saying, “I just hope there’s enough stock this time. I missed out last time…”
The McFish is officially back as of February 25, 2025, and is available throughout McDonald’s restaurants across Brazil, enhancing their appeal to consumers and through popular delivery platforms like McDelivery, iFood, and Rappi. Customers utilizing the McDonald’s app can also look forward to exclusive offers as the brand continues to connect with its audience innovatively.
While the future of the McFish remains uncertain—as McDonald’s is yet to announce plans to keep it as a permanent menu item—the frequent relaunches indicate the brand’s recognition of its popularity. Consequently, the success of this new edition could influence future decisions. Fans are encouraged to indulge, as this may be another fleeting chance to taste this cultural icon once again.
Overall, the relaunch of the McFish coupled with its marketing efforts showcases McDonald’s responsiveness to consumer demand and engagement, promising both fun and deliciousness in one package.