• Ad Age, Monday, November 1, 2010 10:52 AM

As McDonald's "The Legends of McRib" national campaign rolls out tomorrow, McDonald's is launching a contest website, mcdonalds.com/mcrib, that asks fans of the cult sandwich to submit stories about McRib's legend. They don't need to be true, or even possible, Maureen Morrison reports.

"Bloggers talk about the McRib, fans create websites to track it, and we want to capitalize on that," says Brad Hunter, senior director-marketing for McDonald's USA. "We want to keep the love for this product alive online, and we want fans to talk about the sandwich."

The concoction -- boneless pork patty molded into the shape of ribs and topped with barbeque sauce, pickles and onions -- usually pops up for a limited time on a regional or local level and has been rolled out nationally only in 1982 and 1994. The company says it does not plan to permanently add McRib to its menu this time either.

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