Burger King is selling a micro handbag shaped like a chicken nugget for $3.99, which is precisely what an order of four-piece nuggets costs.
Called Le Nugguette (very fitting, we know!), the bag is timed to Fashion Month as well as to spotlight the new chicken nuggets that the fast-food giant rolled out nationwide earlier this month, featuring white meat chicken that’s apparently crisper, juicier, and more flavorful, and is also accompanied by new sauces.
Each bag comes with a charm attached, pulled from one of the four updated and new sauces accompanying the new chicken nuggets: Honey Mustard, Buffalo, Sweet & Sour, and the new Special Savory.
You don’t get to pick your choice of charms, however, and can only receive what’s been pre-packaged by Burger King at random. The microbag also includes a code inside for a free four-piece order of the nuggets.
“Burger King and our new Chicken Nuggets are having a moment,” said Allison Smith, vice president of marketing communications for Burger King US&C, in a statement. “As we launch our new, high-quality Nuggets, we wanted to have some fun and bring fashion and food together during one of the biggest moments in fashion—amplifying our latest menu innovation in a way only Burger King could,” Smith added.
Supply is deliberately thin.
Burger King is releasing a total of just 500 Le Nugguette bags, with a hundred of them going live every day at noon Eastern time from September 12 through 16. They’ll also only be sold at lenugguettebk.com and are limited to one per household.
It’s clear that the new nuggets themselves remain the actual point of the promotion. Earlier this year, Burger King launched a dedicated guest-feedback initiative in which its president, Tom Curtis, personally took direct calls and texts from customers.
Part of those complaints outlined how BK’s prior chicken nugget version was “rubbery,” “dry,” and “disappointing,” prompting the Burger giant to overhaul the recipe to its current form.
The chain has further cited those insights across a run of menu changes, including updates to its iconic Whopper and the rollout of the Whopper Guarantee.
Source: Burger King, BK (listening initiative), Whopper Guarantee