Spicy Chicken McNuggets®
Product Launch
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Drive awareness and trial for new Spicy McNuggets, which were a highly requested menu item.
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Inspired by "drop culture", target regional lifestyle and food influencers to position product as a must-purchase.
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Chicken shortages across North America during product launch (messaging + availability concerns).
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Participating regions recently launched spicy chicken breakfast offerings, potentially causing confusion.
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Exceeded sales targets by 23%
Press Release
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Distributed via McDonald's Canada Newsroom and sent directly to key media contacts
McDonald’s Canada brings the heat north of the border with the introduction of Spicy Chicken McNuggets®
Influencer Campaign
To celebrate the launch of the highly anticipated menu item, we partnered with 100 streetwear and lifestyle influencers across Canada to create content pre-and post-launch. Their content announced the launch, encouraged their audiences to sample the product, and incorporate branded apparel into their feeds.
Pre-Launch
To build hype ahead of launch, we hired 50 foodie micro-influencers to post a macro-shot of the product with the launch date.
Post-Launch
Coverage Highlights
Online & Print
