Situation/Brief:

In 2023, Chicken McNuggets celebrated their fortieth anniversary. Instead of a conventional anniversary campaign, the communication measures were to focus on a "fan truth" - an insight into the enjoyment experience and how guests interact with their favorite McDonald's products.

Objectives:

Increase sales by increasing the frequency of visits and positioning McDonald's as the go-to place for delicious chicken McNuggets to share.

Increase affinity through the points "modern brand" and "great for snacks and treats".

The campaign is dedicated to solving the "Chicken McNugget Theorem" - and therefore also the practical question of fair distribution.

In an initial phase, the problem was publicized inside and outside our fan bubble: the debate about who gets how many nuggets was fueled on social media channels with memes and video content. And the Chicken McNugget theorem was entertainingly simplified on billboards, DOOH and banners. The message: a product that was invented to be shared is often impossible to share.

The solution was launched in the second phase: The "Chicken McNugget of Love" - the world's first single nugget. The message: sharing is possible. In the form of a nugget, we give a little love back to everyone who loves to share. Thanks to the "Chicken McNugget of Love", anyone can order exactly the number of nuggets they need for perfect sharing with friends or family.

The campaign strategy was based on a complete media mix and was primarily intended to appeal to the GenZ target group. The campaign was played out in three phases, for each of which specific media channels were selected to achieve the respective goal.

1) Preliminary phase:

On organic social media; Creating awareness of the problem with specific Gen Z humor.

2) Teasing phase:

On P/DOOH and online/social;

Conveying the message that the Chicken McNuggets, which are intended to be shared per se, are often indivisible.

3) Campaign phase / unveiling:

On TV, cinema, P/DOOH and online/social, the "Chicken McNugget of Love" was introduced as the new product that solves the problem of fair distribution.

- Strongest sales month in the "Finger Food" segment in the history of McDonald's Switzerland (+10.5% compared to the previous month)

- USD 1'100'000 Earned Media

- > 400,000 engagements

- > 100,000 Chicken McNuggets of Love sold