Effies
Australia
How the Boot McNugget Became a Collectable
Agency
DDB Group Australia
Client
McDonald's Australia
Awards
Finalist
Social Media First
Case Study
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
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
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 |