Which McDonald's character was created to promote the Filet-O-Fish sandwich?

Captain Crook was the McDonald's character created to promote the Filet-O-Fish sandwich.

Captain Crook appeared as a pirate-themed member of the McDonaldland cast. His nautical identity connected him with fish, making the character a direct branding device for the Filet-O-Fish. He was commonly shown with pirate clothing and accessories, distinguishing him from the Hamburglar, whose story centered on hamburgers.

McDonald's used many fictional characters to give menu categories their own personalities. Captain Crook made the fish sandwich easier to remember by attaching it to a recurring character and a simple pirate theme. The approach was especially suited to children's advertising, where colorful costumes and exaggerated identities could make a product message more memorable.

Captain Crook is sometimes misidentified as the Hamburglar because both were portrayed as mischievous figures in McDonaldland. Their product associations were different: Captain Crook represented the Filet-O-Fish, while the Hamburglar represented hamburgers.