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McDonald's: #McNuggetWorthy
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McDonald's is celebrating 40 years of sharing their iconic Chicken McNuggets by inviting the nation to decide who is #McNuggetWorthy. #McNuggetWorthy is a campaign aimed at the true McNugget fans with a focus on Gen Z participation. With creative strategy created and led by Leo Burnett, the approach for #McNuggetWorthy was to portray a genuine audience insight; that even the best of friends are reluctant to share their McNuggets. The campaign's hero 30" film, created by Leo Burnett and renowned director Sam Brown from Rogue Films dramatizes the strength of a friendship but the reluctance to share McNuggets. The spot begins with a girl enjoying a box of McNuggets before her best friend approaches her. In tribute to their long-lasting friendship, the two girls embroil in an epic handshake with manga inspired production. They end their lengthy routine with a classic fist bump; in slow motion, we see knuckle approaching knuckle, with matching ‘BFF’ rings connecting in an epic ‘boom’. As they disengage, we find ourselves back in reality, and the friend attempts to grab a McNugget. The girl holding her box of McNuggets instinctively pulls away, and the film ends with the voiceover: “They might be your bestie, but are they #McNuggetWorthy?” Targeted at a predominantly Gen Z audience, #McNuggetWorthy has a heightened emphasis on social channels including TikTok, Instagram, Snapchat and Twitter to land the #McNuggetWorthy idea. McDonald’s will invite fans to decide who is worthy of their McNuggets with the ‘McNuggetWorthy Scale’, putting Gen Z at the heart of the debate with a LadBible partnership, secured by OMD UK. Asking the audience which acts of friendship they deem McNuggetWorthy, LadBible Group will be seeding the McNuggetWorthy messaging throughout social, encompassing talent engagement and original content.
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