McDonald’s and Cossette celebrate Nugget Life with launch of Nuggetiquette Weekly | Cossette

McDonald’s and Cossette celebrate Nugget Life with launch of Nuggetiquette Weekly


McDonald’s and Cossette celebrate Nugget Life with launch of Nuggetiquette Weekly

Canadians take their nugget rituals seriously – so much so that McDonald’s Canada has launched a limited-run weekly digital publication devoted to the iconic menu item. Created by Cossette, Nuggetiquette Weekly is the first time McDonald’s Canada has published a digital magazine on social. The three-issue series will be published to Facebook, Instagram, Twitter and Snapchat with the goal of reinforcing brand awareness and driving McNugget fans to the My McDs app for special offers as part of McNugget month. It features interviews with some of Canada’s leading influencers, feature articles and video content to engage McNugget fans.

“Our social listening team discovered that over 10% of all conversations about McNuggets on McDonald’s social channels relate to nuggetiquette –  how to dip, when to dip and what to dip them in,” says Youri Hollier, Content Director at Cossette. “People are really passionate about their nuggetiquette and this campaign celebrates the fact that there is no right way to enjoy McNuggets, just your way.”

McDonald’s Canada launched Nuggetiquette, defined as one’s own personal set of “rules” for eating McNuggets, in Ontario in 2018. The original campaign crowdsourced real fan rituals which were incorporated into scenarios where traditional rules were important. Nuggetiquette Weekly is a way to engage McNugget fans across the country.

“The digital magazine is a fun way to deepen the conversation about Canadian’s McNugget rituals on social media,” says Solange Bernard, Senior Manager Media, CRM & Partnerships, at McDonald’s Canada. “We’re always looking to innovate our social strategy by introducing new and engaging tactics that drive meaningful conversations and brand love around our most iconic menu items.”

Each issue of the digital publication features a colour palette and content tied to a theme and a dipping sauce. Lifestyle influencer Victoria Hui fronts the first issue, featuring spicy buffalo sauce; musician Ray Ligaya covers the travel issue, featuring sweet and sour sauce and the Art and Design issue features dancer Donté Colley and hot mustard. Quebec influencer Olivier Couture covers the lifestyle issue in that market.

“We wanted to work with influencers who not only had a strong presence and resonance with Canadians, but who also had their own rituals when it came to enjoying McNuggets,” says Logan Kazman, Social Media Consultant, McDonald’s Canada. “And, in keeping with the influencer focus, we leveraged Vancouver-based photographer Mike Seehagel to do the shoot, who has his own community of 184,000 followers on Instagram.”

The campaign will drive to a special offer on the My McDs app to treat themselves to 10 McNuggets for the price of six until May 12.



Senior Manager Media, CRM & Partnerships:  Solange Bernard

Marketing Officer: Hope Bagozzi

Social Media Consultant:  Logan Kazman

CMO:  Antoinette Benoit 

Agency: Cossette

SVP, Managing Director: Kathy McGuire

VP, Business Lead: Geoff Wilton

Group Business Director: Tina Haessler

Social Strategist: Michael Burke 

Global Chief Creative Officer(s): Carlos Moreno, Peter Ignazi

Group Creative Director: Jon Freir

Director of Content:  Youri Hollier

Content Supervisor:  Jess Mackenzie

Content Creator:  Mike Kolberg

Motion Graphics Designer:  Gwen Ng

Copywriter: Jaclyn Lacroix

Designer: David Tang

Agency PM:  Krista Brown

Cossette Montréal:

Product Advisor: Samuel Potvin

Creative Director: Patrick Michaud

Copywriter: Marc-André Lafrance

Editor: Sébastien Beauregard

Social media strategist: Sarah Morisette

Community manager: Andréane Voyer

Photographer:  Mike Seehagel

Media Agency: OMD

Digital Supervisor:  Zeena Al-Naib

Digital Specialist:  Hannah Kuryllowicz

Search and Social Lead:  Qayam Sayani

Social Specialist:  Deven Creagh

Jr. Social Specialist:  Aaron Kelly

PR Agency: Weber Shandwick

Manager, Integrated Media: Fatma Othman

Associate, Integrated Media: Daphne Arias-Guillemette

Senior Vice President, Melissa Graham 

About McDonald’s Canada

In 1967, Canadians welcomed the first McDonald's® restaurant to Richmond, British Columbia. Today, McDonald's Restaurants of Canada Limited has become part of the Canadian fabric, serving close to three million guests every day. Together with our franchisees, we proudly employ nearly 100,000 people from coast-to-coast and approximately 90 percent of McDonald's 1,400 Canadian restaurants are locally owned and operated by independent entrepreneurs. Of the almost $1 billion we spent on food, beverages and packaging, more than 85 per cent is purchased from suppliers in Canada. For more information on McDonald’s Canada, visit

About Cossette

Cossette is a fully integrated brand experience agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016, 2017 and 2018. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit 


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