McDonald's is hoping to attract the attention of 16-24 year olds in the U.K. by creating a spoof cult fashion brand to promote its new limited edition Spicy Chicken McNuggets.
Ads for "Schnuggs," featuring moody-faced teens looking achingly cool while wearing custom-made Spicy Chicken McNuggets apparel are running on Facebook, Instagram and Twitter, while on Snapchat, a Spicy Chicken McNugget Face Lens allows users to turn their face into a fire breathing Spicy Chicken McNugget.
Graham Lakeland, creative director at agency Leo Burnett London, explains: “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.”
The campaign has also included press ads teasing the launch with "burn holes" in the pages of newspapers, while GIFs and stickers are available across digital channels. The Spicy Chicken McNuggets will be available across the U.K. for seven weeks.