Mcdonalds-Leo Burnett - McNuggetWorthy

'Are your mates #McNuggetWorthy?' asks Mcdonald's on the iconic product's 40th anniversary

The manga-styled production is created by Leo Burnett

By Creative Salon

#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. 

Delivered by Red Consultancy, influencers will also be producing exclusive content to get social media talking about how #McNuggetWorthy their friends are. 

This fully integrated campaign will also be supported by a, 20” radio spot, print, cinema, and out-of-home media, brokered by OMD. Armadillo’s CRM plan will help drive campaign awareness and conversion, and influencer activity secured by Red will help to drive the conversation, prompting participation and engagement. 

To mark the 40th birthday of the Chicken McNugget, McDonald’s will be introducing four new dipping sauces for a limited time only, with Garlic Mayo & Mega Hot available from 10th May and Chipotle Mayo & Creamy Ranch from 31st May. McDonald’s will host #McNuggetWorthy: The Experience, where McDonald’s will be taking over a London location to throw an epic event with everything #McNuggetWorthy. From McNugget mini golf to ball pits to limited edition #McNuggetWorthy merch – including vibrant McNugget-themed summer shirts - only available at the event. The public will also have a chance to win a #McNuggetWorthy party experience with reward point giveaways to customers nationwide from the 10th to the 23rd of May. 

Steve Howells, Director of Marketing at McDonald’s UK & Ireland said: “McNuggets are one of the most iconic products on our menu so, when the 40th anniversary came around, we knew we needed to make a splash. Our approach for this campaign was to engage true McNugget lovers by unlocking a genuine fan truth and spreading the word through a fun, interactive campaign.”

Andrew Long and James Millers, Creative Directors at Leo Burnett UK, said: “There are friends, and then there are the friends you’d actually share a McNugget with. So what better way to celebrate the 40th Birthday of McNuggets than with a bold, fun, populist campaign which asks fans to put their friendships to the test in a whole new way ‘Are They #McNuggetworthy?’”


Campaign Title: #Mcnuggetworthy

Client: Mcdonald’s

Advertising Agency: Leo Burnett 

Cco: Chaka Sobhani

Executive Creative Director: Mark Elwood

Creative Directors: Andrew Long & James Millers

Senior Creative: Gareth Butters

Creative: Chanelle Merriam, Joshua Merriam

Creative Director Of Design: David Allen

Design Director: Phil Bosher

Senior Designer: Tomek Drozdowski

Senior Motion Designer: Carmen Perez Jimenez

Mid Weight Motion Designer: Carola Martos Zumbo

Deputy CSO: Tom Sussman

Senior Planner: Ben Obadia

Business Director: Jay Perry

Account Director: Sam Cowley

Senior Account Manager: Nicola Kuan

Account Executive: Jan Nikawala

Project Director: Siobhan Mulcahy

Lead Agency Producer: Anna Cartwright

C/O Agency Producer: Jennifer Fewster

Production Company: Rogue

Director: Sam Brown

Production Company Producer: Polly Ruskin

Editor: Amanda James, Final Cut

Audio Post-Production Company: Anthony Moore, Factory

Post-Production Company: Selected Works

Post Production Creative Director: Wes 

Post Production Art Director: Amber Frisenda

Colourist: Hannibal Lang, Selected Works/Bacon X

Producer: Nicola Simmons, Katie Sharpe

2d Artists: Wes, Dan Adams, Ilia Mokhtareizadeh, Seungmin Lee

Animation: Hocus Pocus

Motion Graphics: Vibol Moeung  

Mcdonald’s Brand Team:

Chief Marketing Officer, S.V.P: Michelle Graham-Clare

Director Of Marketing & Media: Steve Howells

Head Of Marketing: Thomas O'Neill

Head Of Consumer Communications & Partnerships: Louise Page

Marketing Manager: Ana Saffer

Brand Manager: Josie Thompson-Green

Campaign Assistant: Kara Minnis 

Media Agency: OMD Uk

PR Agency: Red

Social Agency: Oliver

CRM: Armadillo

APP: The Marketing Store


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