Make It Boneless One Last Time -- McRib® Sandwich Back on the Road for McRib Farewell Tour II

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The McRib is back! Due to popular demand, the McRib sandwich has regrouped and is giving its fans one last encore presentation during the "McRib Farewell Tour II." For a limited time, McRib fanatics can catch the McRib at McDonald's restaurants across the U.S.

A farewell tour used to mean one last chance to catch your favorite performer before they retired. However, with numerous music icons going on multiple farewell tours, no one is sure if their favorite artists are really saying farewell - forever. Luckily, for McRib fanatics, they have one more chance to get their favorite sandwich during the "McRib Farewell Tour II".

Due to popular demand, the McRib sandwich has regrouped and is giving its fans one last encore presentation. For a limited time, the McRib Sandwich will be offered at participating McDonald's® restaurants beginning today. To help promote the launch of the McRib Farewell Tour II, Dallas-based Moroch Partners has revamped the McRib web site at http://www.mcrib.com.

On the site, visitors can build their own rock concert light show that can be recorded and sent to friends, download McRib themed t-shirt designs, download McRib "power rock ballads" as well as download McRib wall paper for their computer. The McRib site is part of comprehensive and integrated multimedia campaign including television and radio spots, rich-media banner ads, outdoor, point-of-purchase and street team marketing.

The campaign will run in 44 markets and 2,700 restaurants across the U.S.

In addition, McDonald's is bringing back the Boneless Pig Farmers Association of America (BPFAA), a tongue-and-cheek approach to pigs without bones in honor of McRib, a boneless pork rib sandwich. The BPFAA has its own web site at http://www.bonelesspig.org.

As one of America's largest purchasers of pork, purchasing over 250 million pounds of U.S. pork, annually, McDonald's is working with the National Pork Board to create buzz about the return of the McRib sandwich. "The National Pork Board is pleased to be associated with McDonald's and the 'McRib Farewell Tour II' promotion," said Jeff Pigott, director, foodservice marketing, National Pork Board. "The McRib sandwich is a great way to get consumers excited about pork and all its benefits."

"The McRib is a fun sandwich, and we wanted to engage consumers with a fun, interactive campaign," said Rob Boswell, president and COO of Moroch. "Both the McRib web site and Boneless Pig Farmers site demonstrate Moroch's ability to reach consumers on multiple levels."

About Moroch Partners

Founded in 1981, Moroch is one of the nation's top 20 independent full-service advertising agencies, headquartered in Dallas, Texas with 27 offices throughout the United States and Canada. Clients include McDonald's, Midas, Mission Pharmacal, Mrs. Baird's Bread, Tia Rosa, Uniden, Verizon Wireless, Walt Disney, Twentieth Century Fox, New Line Cinema, Sony, DFW International Airport, KTVT-TV CBS 11, Mattress Giant and many others.

Contact: Pat Kempf

Moroch Partners

214.520.5622 office

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