McDonald's is currently in the middle of a high profile campaign for its limited edition McRib sandwich, which came back to the UK on December 31st.
The sandwich, made with barbecue pork, was trialed at seven UK restaurants in the run-up to the relaunch, and is now on offer at more than 1,200 McDonald's outlets in this part of the world.
It comes after the brand received many requests from people who were interested in the sandwich – last seen in the UK 12 years ago.
UK social media mentions for the menu item over the summer exceeded 20,000.
Pre-relaunch, Steven Howells, head of food and beverage marketing for the chain, said: "For a long time we have had weekly questions on Facebook, Twitter and our What Makes McDonald’s website about our plans to bring back the McRib.
"Since revealing its return, the conversations online have steadily increased as the excitement builds with customers who remember the McRib as well as those who can’t wait to try it for the first time."
He said that the aim is to channel the excitement through a campaign being spearheaded digitally.
The McRib features a pork patty, which has been marinated with Western BBQ sauce and topped with gherkins and onion.
A range of burger bloggers and fans were able to sample the McRib in the run-up to its return.
Other parts of the campaign around the sandwich include documentary-esque pieces promoted on social media.
The McRib will be leaving McDonald's UK menu again after February 3rd this year.
Comedian Jack Whitehall recently tweeted about the sandwich, including a picture of himself about to tuck in. @McDonalds UK retweeted the message.
Berkeley Scott is a specialist hospitality recruitment agency.