Switzerland’s chicken snack market is highly competitive, with major fast food competitors rapidly expanding and opening new restaurants. In this crowded landscape, McDonald’s needed to stand out through fresh, innovative approaches.

The objective was clear: increase sales and visit frequency by positioning McDonald’s as the go-to informal destination for shared good times. The campaign needed to tap into the strong fandom around McNuggets and build excitement around a new, limited-time range of dips.

McDonald’s tapped into the popular “sauce hacks” trend on social media, where fans shared funny and inventive ways to perfectly coat their McNuggets in sauce. While entertaining, these DIY methods often led to soggy or unevenly coated nuggets.

In response, the brand introduced a playful product innovation: The Deeper Dip—a specially designed sauce container deep enough to coat a McNugget almost entirely. This launch became the centerpiece of the Sauce Festival, a sales-driven activation aimed at boosting Chicken McNugget consumption.

To stay true to the campaign’s fan-driven roots, McDonald’s made a bold move: for the first time in its history, the TV commercial and all supporting campaign materials were made entirely from 100% fan-generated content—celebrating the community’s creativity while turning engagement into impact.