The McRib Returns: Scarcity, Hype, and Sellout Performance

After years off the menu, McDonald’s Canada brought back the McRib for a limited-time run. We treated it like a cultural drop. Bold, nostalgic, and urgent. The goal wasn’t just to announce its return. It was to spark mass FOMO, trigger immediate action, and sell out before fans even knew what hit them.

S – Situation

After years off the Canadian menu, the McRib made a limited-time comeback. The goal was to generate national buzz, tap into fan nostalgia, and convert demand into immediate in-store and in-app orders before the item disappeared again.

T – Task

I was tasked with building and executing a media strategy that would treat the McRib like a cultural drop. The campaign needed to move fast, drive urgency, and push audiences from awareness to action within a short window.

A – Action

I built a high-impact performance plan designed for speed and sellout:

Created custom audience segments based on past McRib buyers, BBQ lovers, and QSR deal-seekers
Launched countdown-style creative across mobile, display, and CTV, updating dynamically as stores sold out
Activated app-specific ad formats and loyalty-focused messaging to drive redemptions
Served creative during high-traffic moments including lunch, dinner, and major live Sports and TV events
Partnered with DSPs and analytics teams to pace spend aggressively in regions showing strong intent and click-through rates

R – Result

The campaign delivered fast, measurable impact:

3.6 times return on ad spend
29 percent lift in store visits within 48 hours of ad exposure
17 percent increase in mobile app orders tied directly to McRib placements
Sold out early in high-demand regions across Canada
Massive organic social buzz with fans posting final orders and countdown screenshots
Gold at the Festival of Media Global Awards for Best Launch or Relaunch and Best Integrated Campaign
Gold at the CPRS Toronto ACE Awards for Best Use of Media Relations (Over $50,000)