Customers asked for it and it’s back. With the success of McFish’s return this year, the McDonald’s announces a new sales season for the sandwich throughout Brazil, in yet another special edition for a limited time. Anyone who was already missing this icon or wants to experience all the flavor of 100% fish protein, crispy breading, cheese and tartar sauce, can celebrate because it’s coming back once again!
To celebrate this news and satisfy McFish Lovers’ curiosity about the origins of this phenomenon around the world, Méqui went to Alaska to record the series ‘McFish – The Regress’. With four episodes, the production tells the story of three real consumers who are passionate about McFish, Juliana Gallera, João Vancini and Adriana Marto, who traveled to the freezing seas to look for Polaca fish, which will be available in Méqui restaurants in Brazil. Check out the trailer.
“The first season of McFish’s return satisfied the nostalgia of the most passionate fans and fell in love with many other consumers who had never tried this classic, but who also became fans and were looking forward to living this experience again. Now, with the Return of McFish we want to show what makes this sandwich so special and highlight the entire journey of flavor from the frozen seas of Alaska to our restaurants throughout Brazil”, highlights Sérgio Eleutério, Marketing Director at McDonald’s.
In yet another move that shows Méqui’s connection and love for his fans, the series will also have a special release. The brand will promote an exclusive premiere for more than 200 McFish Lovers, who signed up to the brand’s VIP list in the first season, and who will live this experience of satisfying McFish hunger and watching the series before anyone else! For the McDonald’s fan, the series also has a McFish flavor.
Created in partnership with GALERIA.ag, the series aims to introduce consumers to the origin of McFish’s fish, which comes from Alaska, in addition to reinforcing the serious quality control and looking at the sustainability that Méqui has with its ingredients and suppliers. With a visual language inspired by cinematographic and documentary series, the campaign will feature the trailer broadcast on cinema screens and a broad digital strategy, promoting the series on Méqui’s proprietary channels such as Instagram, YouTube and TikTok, which will reflect the main cuts and moments from the series.
“This campaign is, above all, a content and entertainment project. The decision to go to Alaska to look for McFish’s main ingredient takes our project to a new level of emotion and storytelling. Furthermore, we brought characters that have McFish as an important point in their trajectories, and we are bringing Méqui even closer to the public with a story that informs and entertains”, says Rodrigo Marangoni, executive director of Creation at GALERIA.ag.
To echo the campaign and reinforce the cinematic aspect of the series, the brand also has a special partnership with Omelete. The portal will have a special landing page about The Return of McFish, with all episodes of the series, Fish Facts (educational content with information about the product).
“This is a product that not only made us happy because it was made in partnership with a big brand like McDonald’s, but also because it materializes Omelete’s strategy of uniting technology, community and content. This is the type of initiative that encompasses all of our primary pillars and we are very excited with the result and to be part of this very important ‘Return’ of McFish”, Thiago Romariz, director of Innovation and Content at O&C.
The classic McFish is now available, for a limited time, in restaurants across the country for orders at the counter, via self-service totems, at Drive-Tudo, on the Méqui app via McDelivery or Peça e Retire. Furthermore, if the customer is registered in the Meu Méqui loyalty program and identifies themselves at the time of purchase, either by QR code or CPF, each R$1 spent becomes 100 points. Check out the first episode of the series.
DATASHEET
Titles: McFish, The Revenant
Duration: 30″ and 4 episodes +3min
Cliente: McDonald’s
Product: McFish
Campaign: McFish – The Return
Agency: GALERIA.ag
CCO: Rafael Urenha
Executive Creative Director: Carlos Schleder and Rodrigo Marangoni
Creative Direction: Mellina Fontoura and Paula Keller Perego
ACD: Rodrigo Bonfim and Victor Capato
Creation: Elder Caldeira, Flávio Ferri, Victor Capato and Rodrigo Bonfim
Content: Thaís Lapastini, Rebeca Avila, Victor Moraes, Poliana Senna, Giovana Maracajá and Gabriela Greipel
Service: Ana Coutinho, Paula Salvarani, Taís Boaventura, Larissa Gama, Giulia Vita and Júlia Dantas
Client approval: Sérgio Eleutério, Lariane Duarte, Bruna Lahr, Letícia dos Anjos and Maria Eduarda Félix
Media: Paulo Ilha, Kaline Lessio, Isabella Ferro, Mirella Covaleski, Thiago Barbosa, Paulo Paiva and Juan Cesar
Strategy: Carol Mello, Rafael Martins, Felipe Ribeiro, Matheus Brito, Júlia Ferraz, Victoria Carolina Santos Nascimento, Alana Moraes, Graziele Soares and Felipe Fonseca
PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil
Influence: Karen Bartels, Tiago Carvalho, Patricia Laureano, Mylena Fontes and Nathália Belisario
Data and Technology: Guido Sarti, Marcelo Azevedo, Rafael Ribeiro, Gabriel dos Santos and Gabriella Paiva
Projects: Marione Oliveira, Michel Ferreira and Maisa Amorim
Graphic and Digital Production Director: Marcos Moura
Artbuyer: Bruna Costa
Graphic Production: Leandro Cabral, Cristiano Arashiro, Leonardo Fiovarante, Karine Parpaiola and Gabriela Correa
Finishing Coordination: Pablo Felix
Image Treatment: Cesar Bonfim and Marcelo Reis
Review: Teresa Montes
Integrated Production: Ducha Lopes, Fabio Truci, Daniela Reis, Natália Menken, Ana Ananias and Renata Silva
Legal: Rosimeire Brito and Isabelle Versannio
Image Producer: Creme Company
DIRECTORS: MANIMOU
EXECUTIVE DIRECTOR: FERNANDO CARVALHO
HEAD OF PRODUCTION: JU SIGOLO
ASS COORDINATION: MARINA ROHNIK
PRODUCER USA: Jerry Lavine
1. ASSISTANT DIRECTOR: Rodolfo Dias Paes (DiPa)
PHOTOGRAPHY DIRECTOR: Thiago Cauduro
STILL PHOTOGRAPHER: João Lutz
CASTING DIRECTOR: Rapha Barcalla
ASS CAST: Waleska Landini
CAST: Adriana Marto Braz, Juliana Gallera Cardozo, João Vancini
INFLUENCER: Rebeca Duarte Luna Curtis
Producer of Som: Lucha Libre Audio
Executive Production: Thais Urenha
Music Producer: Paulinho Corcione and Danilo Barbalaco
Production Coordination: Thacio Palanca
Sound design and mixing: Thacio Palanca
Post-production: FRAME
Editing: Tomás Pastén, Ivan Kanter, Beto Araújo and Daniel Mariano
Color: Isabela Paschoalick
Comp: Ricardo Costa, Ailton Piui, André Toma and Vivien Carelli
Motion: Ebson Clarindo
Assist: André dos Santos, Fred Siviero and Herbert Gondo
Finisher: Regina Mimi
Head: Wilson Fernandes e Gabriel Mariano
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