Spicy McNuggets

In 2021, Spicy McNuggets were finally coming to Canada. We knew there was a fanbase of people who were very excited to try them. So our plan was to first find our “Spicy McNugget People” on social and get them hyped. Buuuut things didn’t go exactly as planned.  

This is both a cautionary tale of remembering how much the internet likes to dunk on brands…and a success story of leaning into the madness to come out on top. 

The tweet started doing well…11.3 million impressions well. Because turns out, people reeeeally wanted McPizza. So we leaned into our blunder.

It took some work to turn the ship around, but in the end people were definitely talking about whether or not they'd be into Spicy McNuggets. Just in time for our mass campaign to continue the conversation.