This vegan nuggets brand made a 'flying chicken' an internet sensation

Stunt from Rethink created buzz around plant-based Simulate Nuggs

Published On
Mar 23, 2022

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Earlier this month, Canadians were mystified by footage of a chicken apparently flying over the Vancouver skyline. The clip, which originally appeared on a sub-reddit, also subsequently went viral on TikTok and Instagram

Chickens aren't usually seen soaring in the sky, so there was much debate over the explanation. Could this be another Birds Aren't Real conspiracy? 

It turned out the stunt was the work of Simulate Nuggs, a plant-based vegan nuggets brand distributed by McCain Canada, which wanted to create some buzz as well as get across the message that it tastes "like chicken but better."

Agency Rethink, known for its innovative Kraft Heinz campaigns like "Draw Ketchup," was behind the stunt, in its first work for the brand. It partnered with SFX Studio, a special effects company that builds animatronic animals for film and TV, to create the feathered aviators.  These were built to the exact specs of regular chickens; you may be relieved to hear that no animal products were involved in their creation.

Nuggs eventually revealed its hand in the chicken's flight in a YouTube video, seen here. It certainly seems to have got the brand on the radar in Canada -- even if real-life chickens remain below it. 


Mar 23, 2022
Client :
Agency :
Production Company :
Anthill Films
Audio :
Post Production :
Post Pro Media
Aaron Starkman
Leia Rogers
Grace Cho
Cam Spires
CD French :
Karine Doucet
Writer :
Cam Spires
Art Director :
Grace Cho
Sean McDonald
Planning Director :
Darren Yada
Strategist :
Sam Massooleh
Broadcast Producer :
Eliza Nowack
Production Company :
Anthill Films
Partner / Executive Producer :
Ian Dunn
Partner / Director of Aerials :
Colin Jones
Cinematographer :
William Biname
Director :
Cam Spires
Director :
Grace Cho
Line Producer :
Mack Stannard
Post Production House :
PostPro Media
Editor :
Julia Hostetler
2D / 3D Visual Artist :
Mathew Hayashi
2D / 3D Visual Artist :
Cory Clarkson
2D / 3D Visual Artist :
Austin Wendenburg
Grading :
Julia Hostetler
Engineer :
Dave Gaudet
Group Account Director :
Sarah Riedlinger
Account Manager :
Melissa Luk
Strategic Communications Lead :
Meredith Montgomery
Account Director :
Sara Lemmermeyer
PR Coordinator :
Kaitlyn Vian

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