McDonald’s McRib Makes a Surprise Return to UK After Clever Marketing Campaign

In a surprise marketing move, McDonald's has announced the return of the McRib sandwich to its UK menu after an absence of nearly a decade. The popular fast-food chain has launched a strategic campaign overseen by advertising agency Leo Burnett, which involved a series of cryptic and “accidental” teasers to build anticipation for the fan-favorite item’s revival.

Alexandra Martin, senior brand manager at McDonald’s, commented on the campaign, “We’ve been having a bit of fun with McRib fans – accidental notifications, glitchy ads and plenty of hints dropped along the way. But now the secret’s out! This is not a drill. The McRib is officially backity back back. We couldn’t be more excited to see everyone’s reactions. It’s time for fans to finally get stuck in.”

The campaign began subtly, with mysterious push notifications sent to users of the McDonald’s app that read “McRib_Test.notification_16.10.24 [TEST].” This was followed by a series of broken emails to the fast-food chain’s customer relationship management (CRM) database, sparking speculation on social media. Fans in London reportedly saw enigmatic advertisements, causing further intrigue about whether the beloved McRib was indeed making a comeback.

Leo Burnett intensified the campaign by launching McRib FM, a custom track played in McDonald’s outlets every two hours and released on the streaming service Spotify in early October. The anticipation peaked with outdoor advertisements stating “The McRib isn’t not back,” keeping the excitement alive.

Creative directors Andrew Long and James Millers of Leo Burnett UK explained the strategy, saying, “The McRib is a cultural icon, so it was important to make sure this campaign didn’t just celebrate that, but actually leveraged and built on its legendary status. By understanding how the brand lives in the real world, we have been able to build hype in a playful and culturally relevant way, which fans have loved.”

The McRib phenomenon started when it was first introduced by McDonald’s in 1981, before being removed from the menu in 2005. Despite this, the sandwich has made several comebacks over the years, most recently appearing in the UK between 2014 and 2016. The latest return of the McRib, which features a uniquely shaped pork patty topped with barbecue sauce, pickles, and onions, is not expected to be permanent, with McDonald’s advising customers to act quickly. The sandwich is priced at £4.49 for a single and £6.19 as part of a medium meal combo.