Leo Burnett London and McDonald’s create spoof fashion brand ‘Schnuggs’ to launch spicy chicken nuggets

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 models Andrezo, Esmeralda and Jake strut their best "Cool" faces drumming up the hype as they are wearing custom made Spicy Chicken McNuggets apparel. It is the hottest fashion drop of the year – Spicy X Chicken McNuggets = Schnuggs. 

Spoofing the launches of fashion brands like Supreme, this is just McD's way of teasing you about the hot, literally, chicken McNuggets.

Together with the spoof fashion brand, there's also ads with mysterious burn holes in the Metro, that announced the launch of Spicy Chicken McNuggets at McDonald’s on Wednesday 7^th.

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.”

Agency: Leo Burnett London
Creative Director:  Graham Lakeland
Creative:  Aaron Taylor
Planner/CSU Director: Carl Juresic, Adriana Ferran, Linnea Berglund
Designer: Paul Reddington, Sam Kallen
Photographer : Myles New