Vintage Ads: Filet-O-Fish


I seem to be coming up with a lot of new segments lately. For example, ‘Tealicious History’ and ‘Last Meals of the Damned’. Well, I have another one for you. Wanna fight about it?

I’ve always enjoyed looking at old ads. I find them to be so revealing about the social and economic climates from whence they came. Plus, sometimes they’re incredibly politically incorrect, which is always fun and amusing.

I thought I’d start with a 1968 ad from our old friend McDonald’s:

I think the character name is stretching it a tad. Picture Credit: Waffle Whiffer via Flickr

The slogan ‘We do it all for you’ is rather telling in regards to McDonald’s desire to appeal to a wide demographic. They’re not prejudice, they’re happy to take EVERYBODY’S money.

The Filet-O-Fish was created in 1962 in Ohio. The area had a large Roman Catholic population, most of whom didn’t eat meat on Fridays, a practice that isn’t quite so widely observed today. The Catholic church, for the most part, only considers it to be obligatory during Lent.

In order to boost sales, the concept of a fish sandwich was created. Conveniently enough, it also appealed to pescetarians (fish eating vegetarians) and those with special dietary requirements. For example, the fish used in the sandwich is considered to be halal.

I hope you enjoyed our first vintage ad. I realise that it was quite short, and they will probably continue to be so. The good news is that it means I can easily publish more posts each week. Exciting stuff!

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6 thoughts on “Vintage Ads: Filet-O-Fish

  1. The American pronunciation always grates for me, like ‘LEGOs’. I wonder how long I’d have to live overseas before I’d stop twitching on hearing it.

  2. This takes me back! My first job was in McDonalds in Edinburgh, and hardly anyone ever ordered the Filet-O-Fish and when they did it was really annoying as it had to be made up specially! This is so weird, because I hate junk food, but this has made me want to go out and have one of these! The power of advertising, old or new!

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