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McDonald's McRib returns with 'sticky' Instagram campaign

Photo: Provided.

October 7, 2019

McDonald's storied boneless barbecue pork sandwich, the McRib, has returned today as an LTO to more than 10,000 U.S. restaurants, complete with barbecue sauce, slivered onions and pickles, a news release said. 

In fact, to make an even bigger deal of the sandwich — once satired when it appeared as the thinly veiled "Ribwich" on an episode of The Simpson's — the chain created 16 Instagram story GIFs that customers can use with Instagram posts, including options that say "Tis the SZN" or "SZN greetings" or one that shows a McRib made to look like a caramel apple. 

"We're always listening to our customers and we know the McRib has some of the most loyal fans," McDonald's USA Senior Director of Culinary Innovation and Commercialization Chef Chad Schafer, said in the release. "This year we're excited to give every McRib fan new ways to show their love for the sandwich with our saucy McRib GIFS so they can celebrate the season no matter where they live."

The Instagram story GIFs will be available all year long, but the McRib is only available for a limited time. By way of history, McRib first appeared on the brand's menu back in 1981 and it last appeared in November last year at some participating restaurants.