McDonald's "Schnuggs" by Leo Burnett London

McDonald's goes fashion forward to promote its Spicy Chicken McNugget.

McDonald’s has launched a Gen Z-inspired fashion collaboration to celebrate its latest product launch – the Spicy Chicken McNugget. The spot features a range of edgy-looking models as they sport Maccie’s spoof fashion line, "Schnuggs", including campy PVC shirts, polo shirts and cringe-inducing bucket hats.

The social campaign will run across Instagram, Twitter, Facebook and YouTube, with further support via Snapchat’s Spicy Chicken McNugget Face Lens, which allows users to transform their selfies into human nuggets (an aspiration which has only been dreamed of before this point). As well as a series of GIFs and stickers across digital channels, the campaign features Snapchat Marker Tech, which uses augmented reality to bring posters to life via Snapchat. The work was created by Aaron Taylor and directed by Keziah Quarcoo through Prodigious. 


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