Contrast can be a powerful device. Valentine’s Day always triggers plenty of brand choreography. Applebee’s brings back its Date Night Pass.Sam’s Club sells a perfectly engineered steak-in-a-box. All competent. And totally expected. Then McDonald’s trots out something bizarre: McNuggets paired with real Baerii sturgeon caviar, curated with Paramount Caviar. And they GIVE it away. Clearly, this play is not about upgrading nuggets in an over-the-top way. But what, then? It is a fun, fresh...