Leo Burnett helps the McRib make a UK comeback adobo Magazine [Video]

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LONDON, UK — After weeks of fanning the flames of speculation and several “accidental” hints, McDonald’s has officially confirmed what fans have been eagerly hoping for — the McRib is back. Actually, totally, properly back.

Fans were quick to pick up on a series of “mistakes” McDonald’s made over the past few weeks, from glitchy app notifications to cryptic ads. Now, McDonald’s has finally owned up to them. As it turns out, these weren’t mistakes at all, but part of its strategy to build the legend of the McRib before the big reveal. 

The campaign, “McRib Returns?,” kicked off with a push notification sent to McDonald’s 1.82 million app users, which simply read: “McRib_Test.notification_16.10.24 [TEST].” From there, the teases only grew bolder. A broken email sent to McDonald’s CRM base followed shortly after, setting social media alight with questions about whether the McRib was truly coming back. Glitchy appearances of the …