The Good Fight
To introduce new “clean label” Chicken McNuggets, McDonald’s targeted African-American parents of young kids. The concept was created from the insight that AA parents want to instill life lessons to prepare their children for the road ahead.
The spot featured a real-life boxing coach and his daughter as he literally put her through the paces. With the message that, “better doesn’t happen overnight,” he passed on not only life lessons, but good eating habits. As a parallel, McDonald’s took their classic Chicken McNuggets to the next level by taking out artificial flavors, colors and preservatives. In addition to :30 TV and radio spots, a :60 version ran on YouTube. The spot also aired on the 2016 Summer Olympics in Rio in the midst of #blackgirlmagic.