THE FILET-O-FISH FACEBOOK SOCIETY OF 2012
The Filet-O-Fish is loved by many but often enjoyed in secret. So much so, in 2012 one die-hard fan created a Facebook group, ‘The Filet-O-Fish Facebook Society of 2012’ bringing fellow fans together. It never took off. Just 6 members. Quietly abandoned. In 2025, we rejoined the group and backed it with the full weight of the brand, shining a light on the secret fandom the Filet-O-Fish has across the world.
From 6 to nearly 7k members in days, we transformed a forgotten Facebook group into the world’s largest Filet-O-Fish fandom ever seen. We went all in. A full-blown 360 campaign to fuel the rise of the group. Custom merch. Fan-made ads on billboards. A new permenant menu item, The Double Filet-O-Fish, brought to life by popular demand of menbers . We gave them their own national day. Turned their poems into songs. And we’re only just getting started.
The Webbys - Gold
The Drum ‘Ad of the day’ / Creative Salon ‘Work of the week’ / Ad Age ‘Ads to watch’ / Little Black Book ‘Work of the week’ / Famous Campaigns ‘Ad of the day’
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