The underrated Filet-O-Fish has many secret fans. However, it came to our attention that many were mispronouncing the name of this iconic fish-dish. Ahead of the launch of the Double, we wanted to settle the debate once and for all: is it Fil-AY or Fil-LET?
We targeted the recently revived Filet-O-Fish® Facebook Society of 2012, which proved there were pronunciation inconsistencies even among the Filet’s most devoted fans. Using this insight we got food fans in a flap and took the debate to the nation’s media, as well as teaming up with etiquette expert Grant Harrold and Filet mascot Phil A.O’Fish who gave their tips to customers so they were confident to order the new Double.
101 pieces of coverage, including an eight-minute segment on This Morning, where they recreated the double for themselves!
94% of coverage included McDonald’s £2 value deal messaging – a core message for the brand and to drive footfall
88% of coverage included the commissioned research, data and insights we sourced from fans
775,500 combined social views on our expert and influencer content
