In celebration of the release of its new Spicy Chicken McNuggets, McDonald’s has launched a new campaign in collaboration with advertising agency Leo Burnett London. Titled “Shnuggs” – a shortened and more catchy version of Spicy Chicken NcNuggets – the campaign sees a spoof fashion brand come to life in form of a mixture of food content and short films, run across Instagram, Twitter Facebook and YouTube.
Throughout the campaign, models wear custom-made Spicy Chicken McNuggets apparel, with PVC bucket hats, two-piece tracksuits and sliders marked with the product’s branding. Snapchat users can log-in and experience the company’s new Spicy Chicken McNugget Face Lens that, of course, turns your face into a fire-breathing Spicy Chicken McNugget. And if that’s not enough, the campaign also features Snapchat Market Tech – the latest in augmented reality technology – that will bring the advertisement’s posters to life through the app.
It’s a strategy that has also been recently adopted by KFC Russia, that saw a collaboration with streetwear brand Mam Cupy on a Colonel-inspired bucket hat. The campaign, targeted at 16-24-year-olds, also follows a recent redesign that saw a transition from the Speedee typeface to the Archery logo system.
Utilised as a way to tap into the Gen-Z marketplace and those who are infatuated with chicken nuggets, its digital presence, GIFS, stickers and interactive technology have all been designed to appeal to this fashion-forward audience.
“We drew inspiration from these cult-like brands that have this young audience going crazy for their latest product,” says Graham Lakeland, creative director at Leo Burnett. “Therefore, creating a spoof ‘hype beast’ clothing brand to model our new Spicy McNuggets felt like a great fit. This, coupled with a mixture of food-focused posts, helps us create a buzz to become one of the most talks about foods this year.”
About the Author
Ayla was an editorial assistant back in June 2017 and has continued to work with us on a freelance basis. She has spent the last seven years as a journalist, and covers a range of topics including photography, art and graphic design. Feel free to contact Ayla with any stories or new creative projects.