Moroch Sends McRib on Farewell Tour

DALLAS Moroch Partners is using McDonald’s McRib Farewell Tour to test consumer sentiment about the survival of the sandwich, the agency said.

McDonald’s has decided to remove the McRib from its menu unless fans demand an encore, the fast feeder said.

“Ultimately it is our customers who determine what is on our menu,” said McDonald’s spokeswoman Jennifer Smith. “We have such a variety of options. We look forward to hearing what our customers think.”

The value of the campaign was not disclosed.

Dallas-based Moroch, the largest field agency for McDonald’s, has created a www.mcrib.com Web site where consumers can vote on the sandwich’s future.

Moroch created a multimedia campaign consisting of 30- and 60-second radio spots targeting young adult males in English and Spanish. Outdoor and locally targeted rich media Internet advertising is placed on key sites. Banner ads were placed on broad reach and young male targeted Web sites and developed to be consistent with the point-of-purchase materials and outdoor.

At the McRib Web site, users can find out where and when McDonald’s is serving McRibs, get McRib trivia, write McRib haikus, submit their own McRib photos, download official McRib T-shirt decals and even send an urgent phone message to fellow McRib fans.

Introduced in 1982, the McRib has been a seasonal offering nationwide with promotions of six to eight weeks each year.