Visual identity and art direction for the launch of the spicy version of a McDonald's classic, the Chicken McNugget.

McDonald’s approached Leo Burnett London with the task of creating a visual identity for the launch of their new Spicy Chicken McNuggets. This was the first time a spicy version of the classic McNugget was to be launched in the UK. Our concept was simple: the heat generated by the spice of these McNuggets leaves behind scorched burn marks on light brown napkin paper. These were in the shape of the four classic McNugget shapes: the boot, the bone, the ball and the bell. Typography was given a hot-brand style treatment, with burning embers and bits of paper fragments around the edges. The campaign ran across Press and OOH sites across the UK, taking a tease and launch approach.