When McDonald's first launched their Spicy Chicken McNuggets, fans were happy. So happy, in fact, that McDonald's quickly ran out of Spicy Chicken McNuggets. Which made fans sad.
So we brought them back, focusing on that same hype and excitement over cayenne pepper and spicy tempura that sold them out in the first place.
And we made our fans very happy.
McDonald's: Spicy Chicken McNuggets — They're Back
Radio
Good News
Emoji
Times Square Billboard
We used McDonald's famous Times Square billboard space to first tease, then announce the spicy return with this fun neon. Isn't it fun?
Social
A collection of tweets, posts, and stories that got all the likes and comments. Over 105K, to be exact. The hype was real.
Copy: Sam Carlson
Art Direction: Angela Dai
CD: Steve Peck