What binds friendship? It can be something very small and very special. Like McNuggets. For McDonald’s fans sharing McNuggets is the ultimate act of bestie-ness. So McDonald’s and Leo Burnett have created the first-ever commitment to that love. The Pre-Nug Agreement invites besties to promise to share McNuggets forever.
The campaign by Leo Burnett encourages participation by inviting fans to sign their own Pre-Nug Agreement via a custom filter on the McDonald’s UK Instagram profile. Those willing to agree to McNuggets exclusivity will receive “love, McNuggets, and prizes”.
Supporting the social activation is a fun long-form brand film directed by Tom Speers and produced by SMUGGLER. Shot in the style of reality TV, the spot dramatises the run-up to signing the agreement. It follows four groups of friends who have decided to take their relationship to the next level by promising to share McDonald’s Chicken McNuggets together, forever.
Throughout the four-minute film, it quickly becomes clear that the Pre-Nug Agreement might not be for everyone, as Chicken McNuggets are simply too delicious to share with just anybody. The drama will end with an invitation for viewers to head to the brand’s Instagram channel to make the ultimate commitment.
Amping up the Pre-Nug excitement this week were ‘leaked images’. Paparazzi-style shots of influencer, Millie Court, leaving what appears to be a legal office holding a pre-nuptial agreement, were featured on her social media channels. Led by awarded communications agency, Ready10, the goal was to lead the public to believe she is finally tying the knot with fellow ex-Love Islander and boyfriend, Liam Reardon. Dropping with the brand film is an Instagram reel posted by Millie, revealing it was instead the true act of love and commitment, a Pre-Nug Agreement with her bestie, Chloe Burrows.
The Pre-Nug Agreement will also include owned media activations including social cutdowns and stickers, as well as a nationwide discount on McNuggets to get the nation sharing and printed versions of the Pre-Nug Agreement on tray-liners in McDonald’s restaurants and in national press adverts.
James Millers and Andrew Long, executive creative directors at Leo Burnett UK, stated, “When something is so delicious, that agreement to share needs a little officiation. 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.”
Matt Reischauer, marketing director – UK&I, McDonald’s, 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.”
Kate Addy, managing partner, Ready10, commented, “Sharing McNuggets has always been a contentious issue, and bringing on board Chloe and Millie meant we were able to bring this insight to life in a relatable way for McDonald’s customers. We’re excited to see this campaign shared by our community and call-out who they feel is their McNugget type, on paper.”
Credits:
Client: McDonald’s UK
Chief Marketing Officer, SVP: Michelle Graham-Clare
Marketing Director: Matt Reischauer
Head of Marketing, Food & Beverages: Ben Sherburn
Head of Consumer Communications & Partnerships: Louise Page
Marketing Manager: Ana Saffer
Brand Manager: Josie Thompson-Green
Campaign Assistant: Kara Minnis
Advertising Agency: Leo Burnett UK
CCO: Mark Elwood
ECDs: Andrew Long & James Millers
Creative Director: Gareth Butters
Creative: Chanelle Merriam & Joshua Merriam
Creative Director Of Design: Dave Allen
Senior Designers: Rupert Knowlden & Tomek Drozdowski
Senior Integrated Designer: Gurcan Ergur
Senior Digital & Motion Designer: Pete Rowse
Project Director: Siobhan Mulcahy
Deputy CSO: Tom Sussman
Social Planning Director: Benjamin Obadia
Business Director: Jay Perry
Senior Account Manager: Nicola Kuan
Account Manager: Jan Nikawala
Chief Production Officer: Emily Marr
Agency Producer: Anna Cartwright
Production Company: Smuggler
Director: Tom Speers
Managing Director & EP: Lucy Kelly
Producer: Luca Chapman
Editor: Adam Spivey @ The Assembly Room
Edit Producer: Phoebe Armstrong-Beaver @ The Assembly Room
Post-Production Company: Black Kite
Colourist : Tom Mangham
VFX & Colour Producer: Tamara Mennell
Audio Post-Production: String & Tins Sound
Design: Adam Smyth
Audio Producer: Alina Miroshnichenko
Music: Audio Network
Social Production Company: Sliced Studio
Content Production Director: Yiani Andrikidis
Media: OMD UK
PR: Ready10
CRM: Armadillo
