5/9/2019

Work

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

by Cossette

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. 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.

Youri Hollier, Content Director at Cossette

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. 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.

Solange Bernard, Senior Manager Media, CRM & Partnerships, at McDonald’s Canada

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. 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.

Logan Kazman, Social Media Consultant, McDonald’s Canada

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.

Credits

Clients:

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