‘The
Filet-O-Fish Facebook Society of 2012’

The Filet-O-Fish isn’t for everyone. But those who love it, really love it.

Back in 2012 one fan set up a Facebook group
with the aim of bringing all Filet-O-Fish fans together. But it didn’t catch on - it only got six members. So instead of launching a mass campaign, we started there. We joined the group. Then invited others to do the same.

The fandom exploded. The group filled with love for the Filet. Fans shared stories, wrote songs and brought their own ideas. One of which - the Double Filet-O-Fish - we brought to life in all 1,400 of our restaurants. And now the menu item is permanent.

By talking to just six fans, we reached millions. The group increased its members by 108,000%, it generated 9.7 million impressions and increased sales for the Filet-O-Fish by 224%.

Cannes Lions, 1x Silver, 2x Bronze | Webby Awards, Winner | Creative Circle, 2x Gold, 2x Silver