‘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’—to bring fellow fans together. But it never took off. Just 6 members. Quietly abandoned. Until now. 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 over 6,000 members in days, we transformed a forgotten Facebook group into the world’s largest Filet-O-Fish fandom. Then we went all in. A full-blown 360 campaign to fuel their rise. Custom merch. Fan-made ads on billboards. A new product—The Double Filet-O-Fish—brought to life by popular demand. We gave them their own national day. Turned their poems into songs. And we’re only just getting started.

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Selected recognition:

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’