#McNuggetworthy

Client: McDonalds, OMD

In a fast-moving category, the much-loved McNugget was being overlooked in favour of new alternatives. So, with the iconic McNugget turning 40 it was time to re-claim their place in the hearts, minds and stomachs of the new generation of chicken lovers.

No one ever really wants to share their McNuggets, so we incited the great debate: what makes someone #McNuggetworthy in a truly Gen Z collaboration with LADbible Group, making this into a trending debate.

We involved LADbible favourite Lewis Capaldi and asked him to film a 90-second Instagram rant where he called out his cousin for deeming him worthy of a single McNugget, before then taking the scale to the streets to interview passers-by rating #McNuggetworthy acts.

The debate delivered 59 million impressions, reaching 5 million Gen Z's and 18 million adults. And most importantly, the campaign grew sales of #McNuggets by +9.1% over the campaign period – 3 times the expected uplift, and equivalent to 15 million extra nuggets sold!