Client
McDonald’s Qatar

Scope
Social Media Campaign & Activation
Product launch

After a five-year absence from the menu, McDonald’s Qatar was set to relaunch a long-awaited fan favorite—the Filet-O-Fish. Given the brand’s perception and relatively low engagement in the market, we built the idea on an emotional insight: people’s love for cats, and cats’ love for seafood.

The campaign began with a teaser phase led by a playful white cat. Using AI, we introduced Mr. Meow across social platforms, where he actively engaged with the public in search of a mysterious fish sandwich. His quirky personality, curiosity, and persistence captured attention and built intrigue.

Running in parallel, McDonald’s teased similar content featuring the same white cat. The two accounts worked in harmony to generate buzz, trigger conversation, and encourage participation as people joined Mr. Meow’s search. The mystery came to a climax with a grand reveal—connecting the cat’s quest to the long-awaited return of the Filet-O-Fish.”

Agency
Saatchi & Saatchi Qatar