The Drum Awards for Marketing Entry Deadline

-d -h -min -sec

Modern Marketing Brand Strategy Creative Works

‘Nickin Chic Muggets’: McDonald’s makes light of late-night drunken orders


By John Glenday | Reporter

January 19, 2023 | 3 min read

Campaign by DDB Group Aotearoa targets revelers in New Zealand looking to soak up excess alcohol.


McDonald’s addresses garbled late-night clientele with plea to end the night right

McDonald’s has addressed revelers suffering from a bout of midnight munchies with a slurred plea to end their night right as part of a new campaign running in New Zealand.

Making fun of the often confused late-night speak of customers, the fast-food firm has updated its menus to offer a ‘Mig Back’, ‘Nickin Chic Muggets’ and the ‘Ferret oh Frish’.

Targeting those looking to soak up excess alcohol with some late sustenance, the tongue-in-cheek campaign reminds people that it is possible to get their McDonald’s delivered rather than run the risk of frying up some chips at home under the influence.

The campaign was created by DDB Group Aotearoa, based in New Zealand, and OMD.

A spokesperson for the brand commented: “Whether it’s feasting out before they go home to avoid that morning hangover or getting it delivered instead of cooking while intoxicated (or should we say ’delibered’?..), McDonald’s is there for its customers. But sometimes, late-night customers have a little trouble articulating their orders. Luckily, McDonald’s staff are fully versed in speaking the language of the ’late night’.”

The campaign follows the launch of a ‘product-less’ promo in the UK.

Modern Marketing Brand Strategy Creative Works

More from Modern Marketing

View all


Industry insights

View all
Add your own content +