Effies
Australia
How the Boot McNugget Became a Collectable
Agency
DDB Group Australia
Client
McDonald's Australia
Awards
Finalist
Social Media First
Summary
Facing declining relevance and market share, McDonald's needed to revitalise its iconic McNuggets. The brand launched a social campaign that leveraged existing online fandom by sparking a debate about the best McNugget shape. The campaign rewarded passionate fans by creating a "Nuggie" – a McNugget-themed Ugg Boot – and offered an interactive experience to win. This approach successfully generated significant earned media, achieved 100% positive sentiment, and delivered a sales uplift that proved how a creative, insight-led social campaign can revitalise a brand.
Case study
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Credits
| Chloe Brannagan | Brand Manager | McDonald’s Australia |
| Rupert Price | Chief Strategy Officer | DDB Australia |
| Ab Maclean | Comms Planning Director | DDB Australia |
| Mandy Whatson | Managing Partner | DDB Australia |
| Adam Blaynee | Group Business Director | DDB Australia |
| Taylor Hilditch | Account Director | OMD Australia |
| Soraya Ghaidan | Account Manager | OMD Australia |
| Tabitha Fairbairn | Managing Director | Mango Communications |
| Ashleigh Vallance | Senior Account Director | Mango Communications |