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

The Filet-O-Fish is loved by many but enjoyed in secret. So much so that one die-hard fan started a Facebook group in 2012, ‘The Filet-O-Fish Facebook Society of 2012.’ With the sole aim to unite Filet-O-Fish lovers everywhere. But it didn’t catch on…6 members. Since then, the group had disbanded. Gone quiet. Scattered on their lonely way. Destined to wander the earth loving their Filet-O-Fish on their own. 

Until 13 years later. In 2025 McDonald’s entered the group, and put the full weight of the brand behind a fans dream. Going from 6 to over 6,000 members in a matter of days, creating the world’s largest community of Filet-O-Fish fans.

We’ve built the group a brand, ran a 360 ad campaign to help them get members, made merch, launched a new product ‘The Double Filet-O-Fish’ because they asked, given them a National day of celebration, run fan-made ads on OOH, turned their poems into songs and we’re just getting started…