McDonald's claims that the Filet-O-Fish sandwich is the most popular menu item during March, and that the company sells nearly a quarter of its total yearly Filet-O-Fish sandwiches this month.

Why? March lines up with Lent, the 40-day-long religious event during which participating Catholics and Christians don't eat meat on Fridays.

EDITOR'S NOTE: This video was originally published on March 1, 2017.