McDonald's character Captain Crook promoted the Filet-O-Fish in McDonaldland advertising.
Captain Crook was created as a pirate-themed character for McDonald's promotions. His branding connected him with the Filet-O-Fish sandwich, giving the seafood menu item a dedicated personality within the wider McDonaldland cast.
The character was part of a broader strategy in which McDonald's used fictional figures to make individual products memorable to children. Ronald McDonald represented the overall brand, while characters such as Captain Crook and the Hamburglar were linked to specific foods or comic storylines.
Captain Crook is sometimes confused with the Hamburglar because both were mischievous figures in the same advertising world. Their product associations were different: Captain Crook was tied to Filet-O-Fish, while the Hamburglar was defined by his attempts to obtain hamburgers. The distinction matters when tracing McDonald's product branding.