McDonalds Australia, SAUCE QUEST (2022)

AGENCY: DDB Sydney

ROLE: Social & COMMS stratEGY

McNuggets are an iconic Macca's menu item. But in a highly competitive chicken market, they were loved but overlooked by adults. The sauces, however, had amassed a cult following with fans begging for their release – and when it comes to products we love, we'll do almost anything to get our hands on them. So, we sent Aussies on a quest. A limited time sauce drop, providing only enough for the superfans hungry enough find them.

The result? Nugg love was reinvigorated, social sentiment surged and sales increased 5% YOY.