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 generated when a new line drops.
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 video exaggerating the tropes of typical hype campaigns, showing models photographed wearing a full range of Schnuggs-branded clothing.
The range is packed with oversized PVC bucket hats, garishly-coloured two-piece tracksuits and slides complemented with sports socks; all emblazoned with the Schnuggs wordmark.
Alongside the brand campaign is a series of print ads that illustrates the heat packed into the new spicy range.
Discussing the launch, Liz Whitbread, brand manager 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.”
The social campaign will run across Instagram, Twitter, Facebook and YouTube.
Graham Lakeland, creative director at Leo Burnett London, added: “We drew inspiration from cult-like brands that have young audiences 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.”