McDonald's: Schnuggs by Leo Burnett London

Client: McDonald's
Date: Aug 2019
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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

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