Last April, McDonald's in Japan tried to lure customers using Big Macs packed with three times the amount of meat. Now they've found an even more bizarre way of turning long-time profit losses to revenue.

In a Charlie and the Chocolate Factory–inspired competition a lucky customer can win a €1300 chicken McNugget made of 18-karat gold. In the competition, customers need to help unmask a mysterious yellow-suited villain with the aid of clues posted on McDonald’s Japan’s Twitter page.

The hunt of the golden nugget is said to be meant to promote the fast food chain’s two new dipping sauces, fruit cherry and creamy cheese. There may be another reason behind the campaign, since the company is struggling with huge financial losses.

While the competition has piqued people's interest on social media, will it lure customers through the doors? The company will definitely be hoping so, after reporting an operating loss of ¥25 billion (€185 million) in 2015 - more than triple its losses from the previous year. McDonald’s Japan closed 130 stores last year.