When planning the launch of the Spicy Chicken McNuggets, we knew McNuggets are a favourite of 16-25s. Thats’ why we decided to explore the relationship they have with the product. We got astonished by the number of young adults expressing their devotion for the ‘nuggs’ ­­­–Infinite memes, posts, tweets and all kinds of cultural references, that showed us that young people not just love but consider McNuggets irreplaceable.

We then, came to the conclusion that like other cult-favourite brands, McNuggets achieved a unique connection with youngsters creating a strong culture capital that people wanted to be a part of. 

And well, with the addition of spice we were overlaying a hot trend (no pun intended) into a seriously cult product.

Therefore, we saw an opportunity to start behaving like Supreme or Glossier and forget (for a second) that McDonald’s was behind this launch. With this in mind, we set out the proposition: ‘Spice X Chicken McNuggets, the hottest collab is about to drop’ and defined the following ambition: To create a state of mass hysteria for the Spicy McNuggets by generating the same level of FOMO and hype as cult brands ­–without taking ourselves too seriously! – After all, we were talking about chicken here…

As a result, we created a social-led campaign that introduced ‘Schnuggs’ (Spicy X Chicken McNuggets): a spoof clothing brand that pokes fun at the tropes of famous hype campaigns.

A 7-week campaign divided in two phases:

PHASE 1: WTF

We started by teasing the upcoming drop throughout press, social and OOH.

After solving the mystery, we then created some sense of urgency and exclusivity

PHASE 2: THE DROP

The campaign run across Instagram, Twitter, Facebook, YouTube with further support via Snapchat, where we created a Face Lens that allowed users to transform into a human nugget (Something which had only been dreamed of before this point). We also featured Marker Tech on OHH, which used augmented reality to bring the posters to life.