The McRib and the Art of a Fake Leak

McDonald’s just let everyone in the UK know that the McRib is back with a carefully crafted leak campaign.

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McDonald's has been a juggernaut in the fast food game for as long as I can remember, and the way their marketing has evolved continues to impress me. In an age where younger generations are becoming increasingly obsessed with all things wellness, QSR brands face an uphill battle in maintaining relevance and winning over younger consumers.

Yet, McDonald’s consistently stands out as one of Gen Z’s favorite brands. From launching viral celebrity meals like their most recent collab with Kai Cenat, to tapping into niche communities like anime fans with their WcDonald’s campaign, McDonald’s has a knack for creating culturally resonant moments that keep them at the forefront of the QSR category.

Their recent UK relaunch of the McRib is yet another example, so let’s get into it.

A Bit About The Campaign

McDonald’s UK recently launched their new campaign, McRib Return?, aimed at bringing back the beloved McRib. However, instead of a standard announcement, they rolled out a carefully crafted “leak” campaign that tapped into the McRib’s cult-like following.

The Comms Strategy Rollout

Build Intrigue

The campaign kicked off with an app notification sent to 1.82 million app users that read: “McRib_Test.notification_16.10.24 [TEST].”

This “accidental” message led fans to a fake 404 page with the cryptic text: “There is definitely currently no reason for this page to not not exist. Probably.”

It was a really clever way of leveraging a tactic like a simple app notification to get people talking.

Stoke the Curiosity

After the tease, McDonald’s went all in on fanning the flame and finding other channels to hint at the McRib. They launched a series of deliberate mistakes, including glitchy emails and cryptic billboards in London that featured small sections of McRib pictures disguised within what looked like typical McDonald’s burger ads.

You can tell their team had a lot of fun with this campaign because they really leaned into unconventional touchpoints to tease it out. A standout example is a custom song they made titled McRib FM, which played in McDonald’s restaurants every two hours—an Easter egg that customers picked up on and shared on social media.

Additionally, they made other subtle hints, like “accidentally” leaving an unedited two-second shot of the McRib in the middle of a marketing video that was supposed to promote the return of the McDonald’s Monopoly Power Peel game.

They also launched IRL events like their secretive Dark Tasting at Thorpe Park's Fright Night, where attendees were kept in suspense until they were handed the McRib itself. They even sent glitch-themed teasers hinting at the return date to key influencers and media outlets, which some saw as confirmation and took to TikTok and Instagram to speculate.

Confirm The News

After all the hyping up, McDonald’s finally confirmed the McRib’s return with a video set to DMX’s “Party Up” and an official post on their Instagram. The final reveal was well-timed and made the long-awaited announcement loud and clear.

Takeaways for Marketers

1. Embrace Untraditional Touchpoints: Don’t sleep on the not-so-glamorous ways to connect with an audience, like in-app notifications or in-store music. Are they the sexiest options on paper? No. But in this campaign, they became smart ways to tease a fan-favorite menu item and build excitement.

2. Leverage FOMO: FOMO can be a really powerful tool when leveraged properly and we’ve seen it used time and time again, from Nike’s shoe drops to limited-time-only menu items. A recent example is Chili’s creating an official secret menu item, Nashville Hot Mozz, inspired by viral TikTok videos of people ordering it. By making people feel like they’re getting something others might miss, you create buzz and motivate action.

Until next time, keep thinking outside the banner ad. ✌️