McDonald's Filet-O-Fish Sandwich Used To Have Its Own Mascot - And It Was Kind Of Cute - Tasting Table

"McDonald's introduced the Filet-O-Fish sandwich in the early 1960s as an alternative option for those who didn't eat red meat, especially Catholic customers who refrained from eating it on Fridays during Lent. The fried sandwich used to be made with expensive halibut, but these days is made with wild-caught Alaskan Pollock, and served with American cheese and tartar sauce on a steamed bun."

"In the color advertisements, Phil A. O'Fish was depicted as a blue-green fish wearing a blue captain's coat with large yellow buttons and two yellow stripes around each wrist, as well as a McDonald's signature "M" golden arches logo on the jacket. Additionally, Phil A. O'Fish wore a straw boating hat with a red ribbon around it with the ends fluttering in the breeze, and even held a fishing net by the handle over his shoulder."

"Phil A. O'Fish's trademark slogan was "For a surprisingly good taste ... try our Filet-O-Fish." Combined with the fishing net that he holds over his shoulder, one can't help but think of the casual insinuation of fish cannibalism that was suggested from Phil's slogan."

McDonald's created the Filet-O-Fish sandwich in the early 1960s to serve customers who avoided red meat, particularly Catholic patrons observing Lenten dietary restrictions on Fridays. Originally made with halibut, the sandwich now features wild-caught Alaskan Pollock, American cheese, and tartar sauce on a steamed bun. The company also offered the Hula Burger, a grilled pineapple and cheese sandwich, which failed commercially. The Filet-O-Fish was promoted through a cartoon mascot named Phil A. O'Fish, depicted as a blue-green fish wearing a captain's coat, straw boating hat, and holding a fishing net. Phil's slogan was "For a surprisingly good taste ... try our Filet-O-Fish." The mascot appeared only briefly before being discontinued.

Read at Tasting Table