McDonald’s and Razorfish have launched a digitally driven campaign to celebrate the return of the McRib, available for a five week period from 31st December 2014 to 3rd February 2015.

The McRib, a succulent pork fillet, smothered in sweet and tangy BBQ sauce, topped with gherkins and onions in the classic McRib bun, was last on the menu 12 years ago, a different time, a different generation. But now it’s back and generating nostalgic reminiscence from original fans.

To mark the relaunch, Razorfish made a mockumentary film featuring men and women from different generations who have just heard about the return of the McRib. They all live very different lives, but are united by the relationship they have with the McRib, enthusing viewers with their nostalgia.

The return of the McRib happens only once in a generation. An older generation talk about it like it’s the best burger ever made, the younger generation have no idea what the McRib is about. Razorfish used the most fervent fans to tell their story about their McRib moment, how they remember it and what it means to them.

Head of Food and Beverage Marketing at McDonald’s UK, Steven Howells said, “For a long time we have had weekly questions submitted on Facebook, Twitter and our What Makes McDonald’s website about our plans to bring back the McRib. Since revealing its return, the conversations online have steadily increased as the excitement builds with customers who remember the McRib as well as those who can’t wait to try it for the first time. We want to channel this excitement with a digitally driven campaign aimed at harnessing the hype through videos, imagery and our followers on our social media channels.”