McDonald’s gets Schwifty

13th October

We’re huge fans of proactive campaigns, which is why we loved McDonald’s resurrection of Szechuan Sauce, following it’s renaissance thanks to adult animation, Rick and Morty.

 

In case you’re unfamiliar with the show, Rick and Morty is a comedy animation following a 14-year-old boy named Morty and his scientist grandfather, Rick, who travel through time portals to different dimensions. Despite just 31 episodes being broadcast, the show has developed a cult following, and has recently been announced as the number one TV comedy among millennials.

McDonald’s originally launched Szechuan Sauce to promote Disney’s Mulan way back in 1998, and it was thrust into limelight once again as it was featured on the TV show, with scientist Rick making an offhand comment about his on-going search for the sauce.

McDonalds reacted to the passionate fan base, reviving the sauce for a one-day promotion – but only in limited quantities at certain locations. The fast food chain didn’t quite recognise the shows cult following, with many travelling miles to get a taste of the sauce.

The sauce quickly sold out, and many sachets found their way onto eBay, where they sold for ridiculous money – one woman actually swapped a sachet for a Volkswagen Golf….)

While it was well intentioned, the “very limited” stock led to a bit of a backlash, with protests taking place in store, outside branches and on social media. However, McDonald’s recognised the demand and released a witty Rick and Morty-themed statement, claiming it will be going through “any portals necessary” to bring back “a lot more” sauce, which will be available at more branches this winter.

Well played McDonalds, well played!