McDonald’s wants to know what your Nuggetiquette is

8/23/2018

Work

by Cossette

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. 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.

Jordan Cohen, Associate Creative Director at Cossette

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.

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.

Credits

Agency : Cossette

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 agency

OMD

Production

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