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Home / McDonald’s Create spoof Hype Brand ‘Schnuggs’ to launch Spicy Chicken McNuggets

McDonald’s Create spoof Hype Brand ‘Schnuggs’ to launch Spicy Chicken McNuggets


McDonald’s and Leo Burnett London have launched an amusing campaign called ‘Schnuggs’ celebrating the release of new Spicy Chicken McNuggets, their hottest new product launch and the latest addition to its menu, available for seven weeks.

The campaign comprises a mixture of food focused content and short films showing models wearing custom made Spicy Chicken McNuggets apparel in aid of the hottest collaboration of the year – Spicy X Chicken McNuggets = Schnuggs. Drawing upon the love of Chicken McNuggets, the campaign is targeted at 16-24year olds and aims to tap into the cult-like brands this 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 draws upon this culture to create a spoof clothing brand modelling the Spicy Chicken McNuggets.

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. The intrigue was over on Wednesday 7th August with mysterious burn holes in the Metro announced the launch of Spicy Chicken McNuggets at McDonald’s.

Soon to become the most talked about food launch of the year, the social campaign will run across Instagram, Twitter, Facebook and YouTube. Further supported on Snapchat with a hilarious Spicy Chicken McNugget Face Lens that allows users to turn their face into a fire breathing Spicy Chicken McNugget. If this is not enough fun for you, the campaign will also feature Snapchat Marker Tech, one of the latest innovations in augmented reality which will bring the OOH posters to life through Snapchat

A series of GIFs and stickers have also been created that will live across digital channels allowing consumers to engage and interact with one another using the hot social currency.

Liz Whitbread at McDonald’s said “The Spicy Chicken McNuggets campaign is a very exciting product launch for us. An existing innovation to one of our most loved products and with Schnuggs, we’ve got a campaign to match.”

Graham Lakeland, Creative Director at Leo Burnett London, said: “We drew inspiration from these cult-like brands that have this young audience going crazy for their latest product. 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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CREDITS
HEINEKEN
Sr. Director Global Heineken® Brand: Gianluca Di Tondo
Global Heineken® Integrated Communication and Innovation Manager: Els Dijkhuizen
Global Heineken® Communication Manager: Ita Bassey
Digital Manager Global Heineken® Brand: Obabiyi Fagade
Sponsorship Manager Global Heineken®: Ben Blanco

PUBLICIS ITALY
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Global Executive Creative Director: Luissandro Del Gobbo
Executive Creative Director: Luca Cinquepalmi
Executive Creative Director: Marco Venturelli
Senior Art Director: Giulia di Filippo
Copywriter: Sara Rosset
Head of Strategy: Bela Ziemann
International Strategic Planner: James Moore
Senior Strategist: Stuart Williams
Data Strategist: Ilko Petkov
Head TV Production: Mariella Maiorano
TV Producer: Michela Fiaschi
Worldwide Account Director: David Pagnoni
International Client Service Director: Eleni Charakleia
International Client Service Director: Patricia Synephias
Digital Account Director: Alexandra Stoica
Account Supervisor: Barbara Ruscio Levi
Account Supervisor: Codruta Arbore
Account Executive: Lischa Steiper

PRODUCTION
Production Company: Iconoclast Paris
Director: MEGAFORCE
DOP: Matias Boucard
Executive Producer: Charlotte Marmion
Line Producer: Lucile Baruchel
Production Designer: Arno Roth
Costume Designer: Elise Bouquet and Reem Kuzayli
Post Producer: John Meunier
Editors: Nicolas Larrouquere
Post Production Company: MPC
Executive Producer: Dafydd Upsdell
Sound Engineer: Raj Sehgal (Grand Central Recording Studio London)

DIGITAL
PUBLICIS ITALY
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Global Executive Creative Director: Luissandro Del Gobbo
Executive Creative Director: Luca Cinquepalmi
Executive Creative Director: Marco Venturelli
Associate Creative Director: Gustavo Lacerda
Digital Creative Director: Sandra Bold
Associate Creative Director: Arthur Amorim
Associate Creative Director: Dan Arango
Junior Art Director: Alex Eftimie
Junior Copywriter: Anton Kuerschner
Head of Strategy: Bela Ziemann
International Strategic Planner: James Moore
Senior Strategist: Stuart Williams
Data Strategist: Ilko Petkov
Head TV Production: Mariella Maiorano
Digital Video Producer: Sanam Bartoletti
Worldwide Account Director: David Pagnoni
International Client Service Director: Eleni Charakleia
International Client Service Director: Patricia Synephias
Digital Account Director: Alexandra Stoica
Account Supervisor: Codruta Arbore
Account Executive: Lischa Steiper

DIGITAL PRODUCTION
Digital Production Company: Iconoclast Studio Paris
Director: Jason Yan Francis
DOP: Mélodie Preel
Executive Producer: Manon Leurent
Line Producer: Rémi Farkas
Post producer: John Meunier
Editor: Philippe Roch
Post Production Company: MPC
Executive producer - Dafydd Upsdell
Post Production producer - Christopher Preston Barnes
VFX supervisor- Fraser Cleland
Colourist - Peter Oppersdorf


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