SIMULATE NUGGS: FLYING CHICKENS

Plant-based chicken company NUGGS needed to convince the world that their nuggets were just as good as the real thing. So we blurred the lines between real and fake chicken entirely by uploading videos of fake flying chickens to the internet’s most argumentative place—Reddit.

Debate and speculation drove our video to the top of Reddit. Then it spread to TikTok and Youtube, amassing over 7 million views completely organically, 139K social engagements, and 22K comments. When we finally revealed that Nuggs was behind the stunt all along, people were so delighted to have bought into the silly hoax, that they went out and bought Nuggs as well.

Client: McCain Foods Canada
CCO: Aaron Starkman
ECD: Leia Rogers
ACDs: Grace Cho, Cam Spires
Production Company: Anthill Films
Post Production House: PostPro Media
Audio House: Wave Productions

Recognition:
2022 Communication Arts - Advertising, Digital Advertising
2023 Marketing Awards - BRONZE, Digital Social Media
2022 Applied Arts Advertising Award - Entire Online Campaign
2022 ADCC Awards - PR Stunt/Event - SILVER
2022 Canadian Marketing Awards - Food & Beverage Martech - GOLD
2022 Shopper Innovation Awards - Awareness & trial breakthrough GOLD