Macca’s Ridicules Branded Fashion With Spoof Apparel Brand ‘Schnuggs’ (Spicy Chicken McNuggets)

Macca’s Ridicules Branded Fashion With Spoof Apparel Brand ‘Schnuggs’ (Spicy Chicken McNuggets)

Much like its arch-nemesis KFC and the trendy bucket hat, McDonald’s has jumped on the branded fashion craze, taking a slightly different, a more satirical, approach.

As part of the launch of Macca’s Spicy Chicken McNuggets, Leo Burnett London has created a fake fashion line to advertise the new product.

Shnuggs takes a comical jab on the craze of branded apparel and is aimed at the 16 to 24 demographic.

And, despite the fact the fashion line is nothing but a play on Gen Z’s obsession with branded apparel, we can’t help but feel Schnuggs would no doubt be a sell-out if McDonald’s released the line.

Leo Burnett London creative director Graham Lakeland said: “We drew inspiration from these cult-like brands that have this young audience going crazy for their latest product.

“Therefore, creating a spoof ‘hype beast’ clothing brand to model our new Spicy McNuggets felt like a great fit.

“This, coupled with a mixture of food-focused posts, helps us create a buzz to become one of the most talked-about foods this year.”

Check out the parody below.


Agency: Leo Burnett London

Client: McDonald’s U.K.
Marketing Manager: Tom O’Neill
Brand Manager: Liz Whitbread
Campaign Assistant: Harry McLean

Creative Director: Graham Lakeland
Creative: Aaron Taylor
Planner/CSU Director: Carl Juresic, Adriana Ferran, Linnea Berglund
Designer: Paul Reddington, Sam Kallen
Photographer: Myles New
Photographer’s agent: Trayler & Trayler Ltd

Media agency: OMD
Media planner: Katie Griffiths

Production company: Prodigious
Director: Keziah Quarcoo
Audio Postproduction: Prodigious
Postproduction: Prodigious

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