Hire A Copywriter Next Time

Iconic brands with money to burn ought not to miss the ball completely. But sometimes they do. What’re you gonna do?


Take McDonald’s recent effort to introduce the public to Fish McBites, a new menu offering.

Fish McBites are made of Marine Stewardship Council-certified sustainable Alaska pollock. That’s news that needs some ‘splainin’. Wouldn’t you agree?

Yet the brand chose to say, “The catch that’s caught here.” I’m underwhelmed. When launching a new product from the wilds of the ocean, you need taste appeal.

Here, let me help:

  • Line-Caught in Alaska!
  • The Other Other White Meat
  • Small Bites of Big Fish

Let’s also work the sustainability idea in:

  • Millions and Millions Will Not Be Served
  • Sustainably Harvested And Deep Fried
  • Hire a copywriter next time. Bad advertising is bad enough, but bad outdoor advertising is a public nuisance.

    Previously on AdPulp: A collection of McPosts



    About David Burn

    I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.