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McDonald’s taps into hype culture for spicy McNuggets drop

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We’ve all seen the cringey ads for millennial fashion brands like boohoo and Jameson Carter, but there's a hot new name in town. McDonald’s has ‘launched’ a fake fashion brand to promote its limited edition Spicy Chicken McNuggets, so here's what you need to know.

Led by an amusing video, the work, created by Leo Burnett London, sees the introduction of Schnuggs, a spoof hype brand, to celebrate the fast food chain’s hottest new product on the menu.

The campaign comprises a mixture of food focused content showing models wearing custom-made Spicy Chicken McNuggets apparel in aid of the hottest collaboration of the year – Spicy X Chicken McNuggets = Schnuggs.

 

Image result for mcdonalds schnuggs

 

Drawing on the clear love for Chicken McNuggets among the 16-24-year-old target market, the work aims to tap into the cult-like brands the age group is infatuated by.

With brands like Supreme having consumers queuing outside stores from the early hours of the morning for the latest product drop, the campaign taps into this culture to create a spoof clothing brand modelling the new Spicy Chicken McNuggets.

 

Image result for mcdonalds schnuggs

 

The combination of this affinity driving content is supported by a burn visual identity that hit press and social a week before the campaign to tease spice lovers of the latest product release from McDonald’s. There’s also Snapchat assets with a Spicy Chicken McNugget Face Lens that allows users to turn their face into a fire breathing Spicy Chicken McNugget.

The campaign also features Snapchat Marker Tech, one of the latest innovations in augmented reality which will bring the OOH posters to life through the platform.

 

 

“We drew inspiration from these cult-like brands that have this young audience going crazy for their latest product,” said Graham Lakeland, creative director at Leo Burnett London.

“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 talked about foods this year.”

 

 

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