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McRib

The cult classic McRib is only available for a limited time at McDonald’s. This year, its release fell right between Thanksgiving and Christmas, but for some people, the McRib is the biggest holiday of the year. Working together with an art director, we concepted a full-fledged holiday based entirely around the McRib release.
Based on our campaign theme of “Tis McRib Season” we created a full gamut of holiday media, replete with ugly holiday sweater and socks (yes, I got to keep one of each) that we distributed through a giveaway contest through the KC McDonald’s Twitter. My favorite part of the project? I got to write, orchestrate, and direct a carol/jingle to serve as our radio ad.
Always one to suggest something a bit more out of the box, when Tinder advertising couldn’t be bought regionally (people really do love this sandwich that much), I threw out the idea to create an actual Tinder profile for the McRib that people could match and chat with.
Working with the social media team, we were able to make that a reality. And that’s how I spent two days at work swiping right and chatting under the persona of a saucy sandwich.
As with most modern campaigns, a lot of weight fell on the shoulders of social media between spreading the word and giving away our sweaters and socks. I worked closely with our lead social media manager to write posts that engaged and encompassed the essence of this campaign.
Made as part of a team at Bernstein-Rein.