In July, Wieden + Kennedy Amsterdam launched a bucket-shaped hat for KFC, with ads that promoted it as a cool fashion accessory. It sat on the edge of clever (asserting KFC’s role in youth culture) and ridiculous (does any cool kid want to wear a KFC bucket-like hat as a fashion item?) – and it was uncertain which way it would lean.
https://www.thestable.com.au/wieden-kennedy-amsterdam-kfc-so-much-more-than-a-trendy-branded-hat/
There is no ambiguity about Leo Burnett London and McDonald’s fashion range. It’s a parody range of clothing items called Schnuggs to promote its limited edition Spicy Chicken McNuggets. The range mimics the trend of fashion collaborations – this one is Spicy X Chicken McNuggets.
Graham Lakeland, creative director at Leo Burnett London, explained, “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.”
The “fashion” ads are running on Facebook, Instagram and Twitter. On Snapchat, McDonald’s is offering a Spicy Chicken McNugget Face Lens that allows users to turn their face into a fire breathing Spicy Chicken McNugget.
The campaign also includes more traditional (for food) press ads featuring a McNugget that has made “burn holes” in the pages of newspapers.
