Why did McDonald's Brazil Team up with Duolingo?

Mar. 13, 2025

Brazil knows how to grab our attention, hands down! McDonald's introduced its new Filet-o-fish campaign (aka McFish), bringing nobody but Duo (the Duolingo Owl) as its superstar. But why?

First, we must acknowledge that the fish sandwich is not permanent on the Brazilian McDonald's menu.

That's where Duolingo makes its entrance. The beloved owl is well-known in Brazil for its tremendous engagement on social media, portraying Brazilian memes, surfing TikTok trends, and transforming itself into a top-tier creator. 

Rodrigo Marangoni, Executive Creative Director of Galeria.ag said:

“After two spectacular seasons, we had to bring 'McFish’ back with a twist, powerful enough to cause conversation and appealing enough to keep the McFish lovers community engaged through all its comebacks”

 

Marangoni stated:

“Imagine blending the awareness powerhouse that is McDonald's with the thrilling engagement of Duolingo. Yet, Brazil is not an English-speaking country, and our new SKU has a full-English name: McFish & Chips. A duo between Fish and Chips. A duo between McD and Duo. We knew we had an unlikely but powerful mix in hands.”

 

Brand collaborations might be a dime a dozen, but McDonald’s and Duolingo? They’ve cooked up something truly special. By tapping into Duolingo’s signature wit and self-aware charm, the campaign weaves language learning into the fast-food world in a fresh and fun way. The star of the show? A hilarious ad called “Do you speak McFish?” where a customer fumbles to order McFish & Chips in English—until Duo, the sassy green owl, swoops in to save the day (and correct the pronunciation).

With less than 1% of Brazilians fluent in English, the campaign hits all the right notes: laugh-out-loud funny, sneakily educational, and downright shareable. But this isn’t just about selling sandwiches—it’s a masterclass blending entertainment with sharp cultural insight, making it as relatable as it is unforgettable.

A partnership written in the stars

McDonald’s didn’t just launch a campaign—they created a full-blown spectacle. They took to the skies over São Paulo with a jaw-dropping drone show to kick things up a notch. Three hundred drones lit up the night, painting the heavens with images of McFish & Chips and the British flag. It was a dazzling display perfectly tailored to Brazil’s love for unforgettable moments.

But the buzz didn’t stop there. Social media teasers and clever influencer collaborations kept the hype train rolling.

Marangoni said:

“Brazil has some of the world's most digitally savvy and engaged audiences. We knew mixing humor, pop culture, and a little challenge would strike a chord. This campaign is all about making people laugh, think, and, of course, crave McFish & Chips.”

 

More Than Just a Meal—An Experience

With a super engaged community in Brazil, McFish has turned into a movement, with dedicated fan pages begging for its comeback. The brand keeps listening to its fans and is bringing innovation to every McFish’s big return.

This campaign is a masterclass in how brands can harness pop culture and digital trends to craft experiences beyond traditional advertising. McDonald’s has always had a knack for tapping into cultural and feel-good moments, but it’s taken it further this time. By teaming up with Duolingo—a brand with over 50 million downloads in Brazil alone—they’ve created a unique fusion of food, humor, and education that feels fresh once again.

At its core, the campaign thrives on the power of storytelling, a cornerstone of modern marketing. The narrative is straightforward yet effective: A customer struggles with a language barrier, Duolingo steps in to save the day, and McDonald’s serves up the ultimate reward. This seamless blend of brand storytelling, product relevance, and user engagement makes the campaign shine.

Limited-Time Opportunity

The McFish & Chips meal is available for a limited time at McDonald’s locations across Brazil, starting at R$36.90. And for those in the My McD loyalty program, there’s an extra treat: bonus points with every purchase, giving fans even more reason to flex their English skills and indulge in the McFish delightfulness.

By weaving together brand storytelling, gamification, and a shared love for food, McDonald’s and Duolingo have created a marketing playbook for the digital age—one where learning a new language feels as satisfying as biting into a perfectly fried McFish. With such an innovative approach, this collaboration isn’t just a campaign; it’s a blueprint for the future of fast-food partnerships.