The Challenge
McDonald’s is not exactly synonymous with etiquette. Especially when it comes to Chicken McNuggets. Pack sizes often create one socially loaded moment: the last nugget. Who takes it? Who sacrifices? Who pretends not to care?
The Solution
We turned an awkward moment into a lesson in etiquette. While Switzerland is known for its politeness, people avoid making noise and never cut in line, those rules tend to disappear over a box of Chicken McNuggets. Even in a culture of restraint, sharing nuggets can be a challenge. To address this, we partnered with renowned etiquette expert William Hanson to create a series of Instagram tutorials on how to share Chicken McNuggets politely.
