McDonald’s wants to know what your Nuggetiquette is | Cossette

McDonald’s wants to know what your Nuggetiquette is


McDonald’s wants to know what your Nuggetiquette is

Canadians love McNuggets. I mean, really love McNuggets. They love eating them, talking about them and posting about them on social.

So, McDonald’s Canada and Cossette launched Nuggetiquette: defined as one’s own set of “rules” for eating McNuggets. This campaign celebrates all of the unique ways people eat their Chicken McNuggets. #Nuggetiquette shows us there is no right way to eat McNuggets, just your way.

“McDonald’s can’t post on social without hearing hundreds of comments about how our fans eat their Chicken McNuggets. From dipping in specific sauces, to dunking in ice cream, to topping a burger, everyone has their own rules,” shared Jordan Cohen, Associate Creative Director at Cossette. “We wanted to celebrate these personal codes with a new campaign that crowdsources real fan rituals and contrasts them with classic moments when etiquette really meant something,” he added.

The campaign was created based on Nuggetiquette shared via social channels by real fans who even voiced the ads themselves. McDonald’s wants McNugget fans to share their Nuggetiquette online and plans to transform select scenarios into custom creative executions for the next evolution of the campaign — inspired by the real life fans.

“McNuggets are a great example of good food that you can have fun with. They’ve been a guest favourite at McDonald’s since the product’s launch in the 1980s. With a wide range of ordering options in terms of quantity and accompanying dipping sauces, the number of ways to enjoy McNuggets is almost limitless,” said Chuck Coolen, McDonald’s Senior Marketing Manager, Eastern Canada.

At the end of the day, McNuggets remind us of the playfulness of youth. Our intention was to reflect that “feel good” emotion in the #Nuggetiquette campaign.

The campaign included TV, Social Content, and Radio. Watch the TV spots here.

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 per cent of McDonald's 1,400 Canadian restaurants are locally owned and operated by independent entrepreneurs. Of the almost $1 billion we spend on food, beverages and packaging, more than 85 per cent is purchased from over 100 suppliers in Canada. 

About Cossette

Cossette is a fully integrated marketing communications 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 and 2017. 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


For more information:

Tanya Black


Full Nuggetiquette Credits:

Senior Marketing Manager: Chuck Coolen

Regional Marketing Supervisor: Andrew Mumford

Group Creative Director: Simon Clancy

Associate Creative Director(s): Jordan Cohen & Kevin Filliter

Art Direction: Kevin Filliter

Copywriting: Jordan Cohen

Strategy: Aynsley Deluce

Director of Content: Youri Hollier

SVP, Managing Director: Kathy McGuire

Group Account Director: Geoff Wilton

Account Director: Nicole Bakker

Account Supervisor: Dane Armstrong

Designer: Jenna Anderson, Eric Wood

Senior Retoucher: Trevor Gauthier

Studio Director: Raquel Mullen

Agency Producer: Colleen Floyd

Media: OMD

Public Relations: Weber Shandwick

Director :  Chris Woods | Scouts Honor

Editor :  Stephen Sora + Chris Chang = Saints Editorial

Colorist :  Eric Whipp | Alter Ego

Conform Artist :  Steve McGreggor | Alter Ego

Music :  Vapor RMW