To kick off the release of its Spicy Chicken McNuggets, McDonald’s UK created a spoof collaboration for Spicy X Chicken McNuggets or ‘Schnuggs.’ Inspired by a Gen Z aesthetic and the hype that ordinarily surrounds a drop from cult streetwear brands, McDonald’s created an offbeat collection of items and a campaign to create curiosity ahead of the official launch of Schnuggs.

Naturally, the youth-targeted campaign is making its mark on social media and aims to get people talking about what is set to “become one of the most talked-about foods this year” with interactive tools like Snapchat’s Spicy Chicken McNugget Face Lens, as well as GIFs and stickers.

While McDonald’s has introduced fashion collaborations in the past, this food-themed campaign specifically plays up aspects of streetwear culture and aims to get Gen Z sharing #Schnuggs.

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