Design: Mindprizm Creative Studio
Creative Director: Michael Dockery
Copywriter: Shawn Finger
Photographer: Starboard & Port
Location: United States
Project Type: Produced
Client: McCain Foods USA
Product Launch Location: United States
Packaging Contents: Selling materials, campaign materials, and custom to-go plant-chicken containers
Packaging Substrate / Materials: Paper, string, magnetic gatefold
Printing Process: Offset printing

Plants don’t hit. They won’t call you names. Nary a one has even raised its voice in anger. And yet, a lot of people find plants terrifying.

We told them to get over it.

Created with the input of 30,000 consumers, NUGGS are a plant-based chicken-nugget alternative with a bold voice in the Direct-to-Consumer world. The issue was how to translate that bravado into foodservice, where the restaurant’s brand gets dibs on tone.

The “Why Be Chicken” campaign invited patrons to put on their brave pants and order the plant-based nugget, because.

With a tightrope walking direct mail, daredevil merchandise and a custom plant-chicken to-go container, all the elements supported consumers in their leap to overcome fear and let curiosity win.

Launched in both the United States and Canada.

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