McDonald’s is honouring the cultural legacy of its beloved ‘Filet-O-Fish’ sandwich by bringing back a long-lost Facebook fan group originally created in 2012, which had just six members when it launched, to celebrate the item.

In collaboration with creative agency Leo UK, the campaign highlights the sandwich- described by the brand as an “often overlooked” menu item with a “die-hard” fan base.

The campaign spans out-of-home, national print, PR stunts, social media, and CRM, all built around the first-ever ‘National Filet-O-Fish Day’ on July 1st.

To mark the occasion, McDonald’s has introduced the Double Filet-O-Fish. Media strategy and buying were led by OMD UK.

The US fast-food giant is now throwing its support behind The Filet-O-Fish Facebook Society of 2012, inviting fans to reconnect in one digital space and bond over their shared passion for the sandwich.

James Millers and Andrew Long, Executive Creative Directors, Leo UK, said: “We’re always looking for ways to meet our fans in culture and co-create with them. This small corner of the Internet dedicated to McDonald’s Filet-O-Fish® perfectly captured the passionate but often overlooked fandom the iconic product has. Reviving the group to give Filet-O-Fish® lovers the moment they’ve been waiting twelve years for was a no brainer, and they’ve shown up in force.”

Matt Reischauer, Marketing Director, McDonald’s UK, said: “The Filet-O-Fish® is an unsung hero on our menu… holding a special place in the hearts of its very loyal fans. You know who you are. With Leo UK, we’ve finally given the Filet and its fans the limelight they deserve. From a Facebook group revival to the launch of the delicious Double Filet-O-Fish®, this campaign proves how a small yet mighty fanbase can become something much bigger.”