A single chicken mcnugget

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

TBWA\Zürich launched the first Single Chicken McNugget.

In the initial phase, the campaign dramatized the mathematical sharing problem among Nuggets: the Chicken McNugget Theorem. It was simplified 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, TBWA\Zürich gave 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

+400k
Engagements
+10.5%
Growth in the finger food category
$1.1million
In earned media
A poster of a McNuggets box that say "Six for Four: Chicken McNuggets, Impossible to share since 1983"
A poster of a McNuggets box that say "Six for Four: Chicken McNuggets, Impossible to share since 1983"
A poster promoting the single mcnugget, saying "Imagine a world where everyone gets the last nugget"
A poster promoting the single mcnugget, saying "Imagine a world where there are equal nuggets for everyone"