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Creative Leo Burnett London McDonald's

McDonald drops cult-like brand 'Schnuggs' in spicy nuggets launch


By Imogen Watson, Senior reporter

August 15, 2019 | 2 min read

To celebrate the launch of the spicy variety of its fan favourite – McChicken Nuggets – McDonald's has created a spoof hype brand called 'Schnuggs.'

Leo Burnett London and McDonald’s create spoof Hype brand ‘Schnuggs’ to launch Spicy Chicken McNuggets


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.”

McDonald's: Schnuggs by Leo Burnett London

By McDonald's

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