McDonald's Canada conducts Nuggetiquette campaign
McDonald's Canada has begun a new campaign called "Nuggetiquette" promoting its Chicken McNuggets menu item. The theme of the creative is that there is no single correct way to eat McNuggets and depicts the product being eaten in a variety of ways. The campaign, developed by Cossette, features voice work from real consumers who submitted suggestions for the campaign. The initiative includes television and radio advertising, as well as social media content. Media work is being conducted by OMD, while public relations support is being provided by Weber Shandwick.
"McDonald's can't post on social without hearing hundreds of comments about how our fans eat their Chicken McNuggets," said Jordan Cohen, associate creative director at Cossette. "From dipping in specific sauces, to dunking in ice cream, to topping a burger, everyone has their own rules. We wanted to celebrate these personal codes with a new campaign that crowdsources real fan rituals and contrasts them with classic moments when etiquette really meant something."