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


By Imogen Watson | Senior reporter

August 15, 2019 | 3 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.'

Created by Leo Burnett London, the campaign draws upon popular youth culture brands like Supreme and the hype generated when a new line drops.

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


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.

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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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