Nuggets of Love
McDonald’s
TBWA\Zürich
The Challenge
2023 marked the 40th anniversary of Chicken McNuggets. Instead of a conventional anniversary campaign, the task for communication was to focus on a “fan truth” – an insight into the enjoyment experience and how guests interact with their favorite McDonald’s products.
The Solution
We launched the first Single Chicken McNugget.
In the initial phase, the campaign dramatized the mathematical sharing problem among Nuggets: the Chicken McNugget Theorem. And simplified it on billboards, DOOH and banners. The message: a product that was invented to be shared is often impossible to share.
In the second phase, the solution was launched: 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 Results
million
The campaign resulted in the strongest sales month in the history of McDonald’s Switzerland, as the finger food category went up +10.5% compared to the previous month. The campaign was covered globally by over 200 news sites worldwide, with USD $1,100,000 in earned media.
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