Chicken McNuggets became the subject of a major McDonald’s advertising campaign after their 1983 nationwide launch.
McNuggets were developed as bite-sized pieces of chicken with a distinctive shape and standardized preparation. Their introduction broadened McDonald’s branding beyond hamburgers and made chicken a central part of the company’s product identity.
The product had been tested in selected markets before becoming widely available. Its advertising emphasized portability, dipping sauces, and the playful appeal of small pieces rather than presenting it as a conventional chicken meal.
The McChicken is a different McDonald’s product: it is a chicken sandwich. The Filet-O-Fish is also a separate menu item, while Chicken Selects were introduced later in some markets. These distinctions matter because McDonald’s has used several chicken products in different branding campaigns over time.