McDonald’s sells nearly a quarter of its Filet-O-Fish sandwiches during Lent alone each year, which is why the chain recently rolled out a campaign to garner some extra buzz for the fish, cheese and tartar sauce concoction.
To plug the fact that McDonald’s uses wild-caught Alaskan pollock in its Filet-O-Fish sandwiches, Bernstein-Rein created a playful TV spot for the chain that’s centered around a man named Davis who hails from the small, landlocked town of Pollock, South Dakota.
According to Bernstein-Rein, the agency went to Pollock in search of someone “who didn’t know that Filet-O-Fish sandwiches were made from wild-caught Alaska Pollock.” They found Davis, who apparently “conveniently likes to fish,” and took him to Alaska so he could spend some time aboard Trident Seafood's Viking Explorer to see with his own eyes where McDonald’s gets its fish from.
“We needed to find a way to tell the story of McDonald’s sustainably caught wild-caught Alaska Pollock. Lucky for us, Pollock, SD is about as far from an ocean as you can get in the United States which brought an entertaining element to the story,” said Lara Wyckoff, executive creative director at Bernstein-Rein, in a statement.
The campaign, which also includes radio, digital and social elements, has been voted by readers as US Creative Work of the Week.
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