See how McDonald’s is marketing the McRib ‘Farewell Tour’

The McRib is making a “farewell tour.” But the McDonald’s sandwich—whose popularity is based on sporadic appearances—is probably not going away for good. The fast food giant appears to admit as much in today’s press release announcing the latest promotion, which includes merchandise and nostalgic marketing heralding the McRib’s return to national menus for a limited time beginning Oct. 31. “Like any true farewell tour, we’re hoping this isn’t a ‘goodbye’ but a ‘see you later.’ Because as our McRib stans have experienced time and time again: you never know when—or if—the McRib is coming back,” the press release states. But by branding the seasonal item as making a “farewell tour” this time, McDonald’s has found a new way to hype the sandwich, by planting the seed that maybe, just maybe, it won't come back. The tour, which McD’s first teased on its Twitter account, has already gotten loads of social media attention—a lot of it from people who remain skeptical about the “farewell” part. If you believe this "Farewell Tour" is actually the end of McRib, I have a Mexican Pizza and a Wingstop Chicken Sandwich and Brooklyn Bridge to sell you pic.twitter.com/gCe3yO3kjX— BILL OAKLEY (@thatbilloakley) October 24, 2022 But McDonald's is leaning into the possible finality of it all with its campaign, which comes from Wieden+Kennedy New York and includes one TV ad suggesting “this McRrib could be your last McRib.” Asked about the possibility of the McRib coming back, the company in a statement to Ad Age said, "We can’t say for certain what the future holds. But for now, fans should enjoy the McRib while they can, because it won't be returning nationwide anytime soon." The world's largest restaurant company is conjuring up nostalgia for the sandwich with vintage-inspired merchandise, sold via a special website beginning Nov. 4, that promises gear “featuring the McRib throughout the decades on art, clothing and memorabilia.” Monday’s press release includes some McRib “greatest hits.” It begins by harkening back to the 1980 birth of the sandwich and includes moments such as the 2003 introduction of the McRib Jr. mini-sandwich, as well as notable fan love, such as the 2008 launch of the McRib Locator. “The McRib has developed a cult-like following over the last four decades that truly cemented its place in culture,” Tariq Hassan, McDonald’s chief marketing and digital customer experience officer, said in a statement, adding that this 'Farewell Tour’ is our way of sending this saucy, legendary sandwich out in style ... at least for now ... and gives both longtime McRib lovers and newbies one more chance to get a taste." The promotion is the latest move by McDonald’s to leverage nostalgia—and scarcity—in its marketing. Earlier this month the chain fed into Happy Meal love by introducing a limited-time version for adults, the Cactus Plant Flea Market Box, which has experienced swift sales. Ad Age Next: CMO Get your tickets for the Dec. 7 event in New York Register here

See how McDonald’s is marketing the McRib ‘Farewell Tour’

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