McFish and the Lost Recipe of Atlantis

McFish (aka Filet’o’Fish) is back on the McDonald’s menu. Starting today, September 10, the sandwich is available at all McDonald’s restaurants across Brazil. In previous seasons, McDonald's Brazil traveled to Alaska to uncover the origins of the pollock fillet used in McFish. This time, the campaign dives into new stories, turning the sandwich’s return into a true deep-sea expedition: all the way towards the mythical city of Atlantis.
Even before the campaign went live and culminated in fans’ reunion with McFish, Méqui engaged with digital communities on social media through a narrative-driven content series. Designed to stir up the longing and love associated with McFish’s iconic flavor, the campaign invited people to embark on a journey toward its comeback.
“We hear our fans and recognize how passionate they are. So, after receiving thousands of requests, we brought Brazil’s favorite fish sandwich back in an epic journey to Atlantis—an adventure worthy of all that love. Beyond celebrating the return of this icon, the campaign invites Fish Lovers to join us on the journey, relive the classic they’ve been longing for, and discover the season’s major new addition: McFish Deluxe,” says Ilca Sierra, McDonald’s Brazil Marketing Director.
“McFish is a cultural moment for the brand. Unlike other menu items, it has a devoted community of sandwich enthusiasts behind it. That’s why we’re always looking to break from convention and build an engaging narrative arc that gives McFish the spotlight it deserves, and that fans love to follow. This time, we went further than ever; I mean, we went deep, all the way to Atlantis,” says Rodrigo Marangoni, Executive Creative Director at GALERIA.ag.
In “McFish and the Lost Recipe of Atlantis,” audiences can finally witness the epic journey that brought the sandwich back. With McFish off the menu, the Fish Lovers stopped at nothing, journeying deep beneath the sea. Their archaeological expedition led them to the mythical city of Atlantis and to its lost recipe. Along the way, they uncovered what appears to be an ancient version of “Méqui 1000”, the iconic McDonald’s restaurant on Avenida Paulista, as well as mysterious murals and traces of Atlantean civilization. The brand has now brought its greatest discovery to the menu: the McFish Deluxe, made with lettuce and tomato.
To bring this ambitious production to life, the film was inspired by the visual language of director Wes Anderson, with a scale model of Atlantis built to give the concept a tangible form. “Today, Artificial Intelligence can make any production possible, but it has also led to a certain homogenization and a loss of originality. That’s why this project was conceived and planned down to the smallest detail around one clear decision: to build this universe physically. We created a wide range of models, buildings, ruins, and miniatures, all handmade. Our goal was not only to create a fantastical world, but also to spark the audience’s curiosity about how it was made. In a way, that makes the campaign more compelling and encourages greater interaction with our brand,” says Gabriel Felde, Creative Director at GALERIA.
The expedition atmosphere reaches Avenida Paulista, too. Starting this week, Méqui 1000 will unveil a new façade and interior inspired by Atlantis. Created by GALERIA, the campaign includes a TV commercial as well as a digital strategy, out-of-home media, content and influencer activations, an exclusive launch event, and a series of brand experiences.
The sandwiches will be available for a limited time (sorry, fans), or while supplies last, at Brazilian McDonald's restaurants nationwide. Follow Méqui’s latest updates on the site or through the official social media accounts.