McDonald's U.K. is taking the act of sharing Chicken McNuggets to a whole new level with the launch of its latest campaign, "The Pre-Nug Agreement."
This tongue-in-cheek contract, which is based on, of course, a prenup agreement, encourages couples and best friends to make a formal commitment to share their McNuggets.
McDonald’s unveiled the Instagram-centered campaign today with the release of quirky videos that parody the oftentimes over-the-top drama of reality TV shows.
The witty campaign is developed in partnership with creative agency Leo Burnett.
“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?” Leo Burnett executive creative directors James Millers and Andrew Long said in a joint statement.
Setting the Stage for Drama
The long-form brand film, directed by Tom Speers of production house Smuggler, follows three couples and a pair of best friends who have decided to sign "The Pre-Nug Agreement."
The four-minute video comically showcases common themes in reality TV (complete with a host and a walkout) with each pair:
- A boyfriend who seems inherently incapable of sharing (reflexively pulling away the McNuggets when she tries to get some)
- A girlfriend who cheated while the boyfriend is still in the honeymoon phase (he was hit by “an emotional bulldozer” with the reveal)
- An older couple wanting more spontaneity and excitement (remember Devon?)
“Signing the pre-nug might not be for everyone."
"It can bring friends together, reveal unwanted truths, make you want to share more, or give up sharing for good,” host and pre-nug officiator Jemima Fairfax narrates amidst a dramatic soundtrack.
“But until you take the leap, how will you truly know?” she asks, as the spot ends by directing viewers to Instagram to sign the pre-nug.
Setting the Rumor Mill Ablaze
“The Pre-Nug Agreement” campaign, in collaboration with PR firm Ready10, was teased in a post by Millie Court, the 2021 winner of the reality show Love Island.
On April 4, Court posted a photo of her leaving a law office while holding a document, telling her followers she has “been up to something recently.”
View this post on Instagram
Fans' curiosities were instantly piqued, speculating whether it’s a prenuptial agreement she’s holding, she’s finally getting married to boyfriend Liam Reardon, or that they’re buying a house together.
The teaser posted on Instagram was so effective that The Mirror even wrote a story about it.
But some fans were quick on the uptake, spotting the law office sign that says “Mac & Donald LTD.”
Today, Court finally dispelled the rumors by sharing a video of her signing a pre-nug with her best friend and fellow Love Island contestant Chloe Burrows.
View this post on Instagram
“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,” Kate Addy, managing partner at Ready10, said in a statement.
To participate in the campaign, fans can sign their own Pre-Nug Agreement via a custom filter on McDonald's U.K. Instagram profile.
Included in the “The Pre-Nug Agreement” campaign is a significant price reduction on Chicken McNuggets.
April 5-14, customers can purchase a box of six McNuggets for just £2.49 or nine McNuggets for £3.49, both in-store and via the McDonald's App.
The social activation is supported by influencer marketing, social cutdowns and stickers, printed versions of the Pre-Nug Agreement on tray-liners in McDonald's restaurants, and national press adverts.
I wish I was in the U.K. just so I could sign a pre-nug with my daughter, who refuses to share her McNuggets, even though I was the one who paid for them.
