# Spoof Fast Food Streetwear Schnuggs by McDonald's Promotes Its New Spicy Chicken McNuggets By Laura McQuarrie | Published 2019-08-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/schnuggs References: [campaignlive](https://www.campaignlive.co.uk/article/mcdonalds-blends-streetwear-spice-spoof-brand-schnuggs/1593943) & [mcdonalds](https://www.mcdonalds.com/gb/en-gb/menu/chicken-mcnuggets-and-selects.html) To kick off the release of its Spicy Chicken McNuggets, [McDonald's](https://www.trendhunter.com/trends/adult-happy-meals) 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](https://www.trendhunter.com/trends/aries-and-kfc), 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](https://www.trendhunter.com/trends/big-mac-chant) 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. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 38% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Food-themed Streetwear:** Combining food and fashion could create a new wave of product collaboration opportunities. - **Gen Z Marketing:** Using social media to target Gen Z consumers with tongue-in-cheek campaigns and interactive tools could be a successful approach for brands. - **Hyper-focused Product Launches:** Creating hype around a new product release by employing social media and streetwear-inspired marketing could generate buzz and increase sales. ### Where This Applies - **Fast Food:** Fast food chains can experiment with creative marketing campaigns and collaborations to engage customers and generate buzz for new product launches. - **Fashion:** Fashion brands can explore collaborations with food and beverage brands to create unique and eye-catching collections that appeal to a wider audience. - **Social Media:** Social media platforms can expand their offerings and provide interactive tools for brands to engage with consumers and maximize user engagement. ## Related on Trend Hunter - [QSR Collaborative Streetwear](https://www.trendhunter.com/trends/mcdonaldland-clothing-line.md) - [Playful Adult-Oriented QSR Meals](https://www.trendhunter.com/trends/adult-happy-meals.md) - [Exclusive Spicy Chicken Items](https://www.trendhunter.com/trends/spicy-chicken.md) - [Fast-Food Graphic Capsules](https://www.trendhunter.com/trends/mcdonalds-x-graniph-1.md) - [First-Taste Burger Boxes](https://www.trendhunter.com/trends/mcspicy-x-franks-redhot.md) - [Collaboration QSR Merch Collections](https://www.trendhunter.com/trends/mcdonalds-x-graniph.md) - [Street Burger Campaigns](https://www.trendhunter.com/trends/street-fighter-menu.md) - [QSR-Themed Mechandise Capsules](https://www.trendhunter.com/trends/graniph.md) - [Extra Hot Chicken Nuggets](https://www.trendhunter.com/trends/spicy-chicken-mcnugget.md)