Putting the Sauce Back in Social

Putting the Sauce Back in Social Rick and Morty

Here’s something unexpected to come from April Fool’s Day this year: a 19 year-old defunct dipping sauce from McDonald’s has broken the internet.

Millions of people from around the world watched the premiere of Rick and Morty’s Third Season this weekend, which focussed on protagonist Rick Sanchez’s quest for the return of McDonald’s Szechuan chicken nugget sauce, originally released as a marketing promotion for Disney’s Mulan. The episode ended with Rick proclaiming that he’d wait “nine more seasons until I get that dipping Szechuan sauce, or 97 more years, Morty!”

The show’s fans have shown their resolve in not wanting to wait until the year 2114 for the return of McDonald’s Szechuan Sauce, starting an online petition that has currently received over 30,000 signatures in just four days. McDonald’s marketing spokesperson Terri Hickey answered the fan’s calls positively, “We never say never, because when our customers speak, we listen.” which just goes to show the power that the demographic have in the world of internet marketing. The sauce hasn’t been available since the promotion ended in 1998 but internet Chefs are already sharing videos online of their recipes.

McDonalds showed us the power of marketing and hype when they replied to the official Rick and Morty Twitter account on the day after the series premiere, with fans tweeting full of hope that they will give in to the fan base and re-release the promotional sauce.

A great example of corporate social marketing.

With a new Mulan film heading to cinemas in 2018, anything is possible. Will McDonalds meet the wishes of the fans? Time will tell.