To celebrate the launch of the spicy variety of its fan favourite - McChicken Nuggets - McDonald's has created a spoof hype brand called 'Schnuggs.'
Created by Leo Burnett London, the campaign draws upon popular youth culture brands like Supreme, and the hype they create whenever a new line is to be dropped.
The spoof collaboration is called 'Spicy X Chicken McNuggets' - to be shortened to 'Schnuggs.'
To promote the 'launch' of Schnuggs, McDonald's has released a funny video that exaggerates typical hype brand campaigns that inspires their cult followers to overspend their way into bankruptcy.
The range is packed with over-sized PVC bucket hats, garishly-coloured two-piece trackies and slides complemented with by sports socks; all emblazoned with Schnuggs branding.
Alongside the brand campaign, is a series of print ads that illustrates the heat packed into the new spicy range.
Agency - Leo Burnett London
Agency contact - Alice Slade
Agency contact job title - Business Development Manager
Client name - Tom O’Neill, Liz Whitbread, Harry McLean
Client job title - Marketing Manager, Brand Manager, Campaign Assistant
Creative Director - Graham Lakeland
Creative - Aaron Taylor
Planner/CSU Director - Carl Juresic, Adriana Ferran, Linnea Berglund
Designer - Paul Reddington, Sam Kallen
Photographer - Myles New
Photographer's agent - Trayler & Trayler Ltd
Media agency - OMD
Media planner - Katie Griffiths
Production company - Prodigious
Director - Keziah Quarcoo
Audio Post Production - Prodigious
Post Production - Prodigious
Exposure (media channels) - Online, OOH