McDonald's Turns up the Heat for Eye Watering New McSpicy Burger Launch
Today, McDonald鈥檚 announces the launch of the McSpicy burger onto its menus for a limited time offer, with a new blisteringly hot ad campaign that invites customers to engage on social in one of the most hotly debated dinner table discussions: how spicy is it?
The campaign, created by Leo Burnett, plays on the subjectivity around how spicy food is by encouraging people to take part in a #McSpicyDebate. Customers can rate the spiciness of the hottest new addition to Maccers鈥 menu on social by selecting one of four spice tribes they belong to: 鈥楢 lil鈥 kick鈥, 鈥楶retty spicy actually鈥, 鈥楬OT, HOT, HOT鈥 and 鈥淢y mouth鈥檚 on FIRE!鈥.
Thomas O鈥橬eill, head of marketing food & beverages of McDonald鈥檚, said: 鈥淲e鈥檙e really excited to be bringing the McSpicy to our menu. We wanted to create a campaign that leans into the inevitable debate our customers will be having about spice 鈥 and the result is certainly going to get people talking.鈥
In media planned and bought by OMD, dynamic OOH will pull live results from national and regional Twitter polls into panels dotted around the country, giving consumers an insight into the leading spice tribe. Digital OOH panels will also be adorned with user generated Tweets, further showing consumer opinions on the McSpicy.
The campaign will also be served on display, social and app 鈥 including a McSpicy Snapchat lens and its own custom emoji and GIFs developed by Leo Burnett, so people can have fun interacting with the campaign. OMD has also brokered a social content partnership with LADbible, featuring those who鈥檝e put their tastebuds to the test and tried the McSpicy for themselves.
Mark Elwood, executive creative director of Leo Burnett, said: 鈥淪pice is so subjective 鈥 what might be eye wateringly hot for some, may be a mere tingle for others. Telling customers the McSpicy is 鈥榟ot鈥 could fuel disappointment to hardcore spice fiends or alienate others with a weaker constitution... So why not invite customers into the debate to judge our burger for themselves.鈥
Accompanying the social campaign will be a 30s TVC directed by Simon Neal and produced by UNIT9. 鈥楩irst Bites鈥 is an entertaining and authentic celebration of Britain and Ireland鈥檚 diverse taste buds set to Nelly鈥檚 鈥楬ot in Herre鈥 iconic soundtrack. The 30s spot records the genuine reactions of the cast on trying the new burger and the ad鈥檚 light-hearted and playful approach and tone will remind people of McDonald鈥檚 鈥楬ungry Eyes鈥, 鈥楰er-ching!鈥 and 鈥榃e Deliver鈥 ads we鈥檝e seen in recent times.
For the launch of the campaign, McDonald鈥檚 will disrupt the traditional radio ad break with a Global partnership that鈥檒l see Roman Kemp and Jamie Theakston lay bare their spice tolerances in engaging pieces with Dexter, the voice of McDonald鈥檚. Some of the nation鈥檚 favourite podcasters will weigh in on the debate too, with Sh**ged, Married Annoyed and Two Pints with Will and Ralph lined up to give their view on McDonald鈥檚 newest product.
There will be a series of PR activations from PR agency Red, from influencer debates, celebrity samplings and national PR and social activations.
The campaign will run for six weeks between 14th July and 24th August in the UK and Ireland while the limited time offer is available.
