16 March - 30 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
31 Mar 09:00 GMT / 05:00 EST

How is Pizza Hut leveraging tech to enhance customer experience?

Sonoo Singh
Associate Editor at The Drum
Beverley D'Cruz
Chief Marketing Officer at Pizza Hut, UK & Europe

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

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.”

Overall Rating
2/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.