McRib Merits Second Helping

DALLAS Moroch Partners is launching a second “farewell tour” for McDonald’s McRib sandwich with a campaign that will run in 44 markets, the agency said.

The effort breaking Monday comes a year after the original farewell tour that was designed to test consumer attachment to the sandwich, which was introduced in 1982.

Like the original campaign, the sequel will include television and radio spots, online executions, outdoor efforts and point-of-purchase materials, according to Moroch. The Dallas-based agency is also updating the McRib Web site, as well as the fictitious “Boneless Pig Farmers Association of America” site.

On the McRib site, visitors can build their own rock concert light show that can be recorded and sent to friends, download McRib-themed T-shirt designs, McRib “power rock ballads” and computer wallpaper.

The sandwich is offered in 2,700 restaurants in selected markets, Moroch said.

McDonald’s, one of the nation’s largest purchasers of pork, is working with the National Pork Board on the campaign.

“The McRib sandwich is a great way to get consumers excited about pork and all its benefits,” said Jeff Pigott, director of food-service marketing at the NPB.