Cannes Lions

McRIB

MOROCH PARTNERS, Dallas / MCDONALD'S / 2006

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Every year, McDonald's McRib targets young adult males 18-34. But after several weeks, it goes away, leaving McRib lovers to wonder when, if ever, it will return. So, we asked, if McRib went away for good who would suffer the most? The answer was simple: the Boneless Pig Farmers, that's who. With that, the Boneless Pig Farmers of America Association website was born. It asks visitors to Save the McRib and the BPFAA way of life, and to Stand up for boneless pigs, because they can't stand up for themselves. The site links back to the McRib Farewell Tour website (www.mcrib.com).

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