McDonald’s is binding best friends and McNuggets together in a new social first campaign that illustrates how sharing chicken nuggets can be interpreted as the ultimate act of love.
Developed by creative agency Leo Burnett UK, ‘The Pre-Nug Agreement’ will be led by a four-minute brand film that sees a group of best friends invited to make their McNuggets sharing commitment ‘official’ by signing on the dotted line.
However, it soon becomes clear that the agreement is more difficult to uphold than first expected, as the so-called ‘besties’ find the McNuggets simply too delicious to share.
Directed by Tom Speers through Smuggler, the film will be supported by a series of social-first executions across Instagram, as well as via influencer engagement.
McNuggets fans will be able to sign their own Pre-Nug Agreement via a custom filter on McDonald’s Instagram profile, with those taking parts receiving ‘love, McNuggets and prizes’.
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“When something is so delicious, that agreement to share needs a little officiation,” said Leo Burnett UK ECDs, James Millers and Andrew Long.
“It’s a complex issue – do you go 50/50? Who gets custody of the BBQ dip? Honestly, we’ve been creative partners for a long-time and it’s still up in the air on whether we’ll share.”
The film’s launch follows on from previous McDonald’s PR activity involving Love Island stars Millie Court and Chloe Burrows, which led the public to believe that Court was finally tying the knot with boyfriend Liam Reardon, while she was actually entering into a Pre-Nug Agreement with ‘bestie’ Burrows.
With PR handled by Ready10, media planning and buying was led by MG OMD and CRM by Armadillo.
McDonald’s marketing director UK and Ireland, Matt Reischauer added: “The eternal debate of whom to share your McNuggets with… it’s just become a part of our culture. The Pre-Nug Agreement acknowledges this and lets fans put their own sharing commitment in writing.
“I can’t wait to see where this goes. Although I am disappointed to learn via this press release that the team at Leo’s won’t be signing one with me.”
