Date: Jul 2021
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To introduce McDonald’s McSpicy burger, Leo Burnett has created a blisteringly hot ad campaign that invites customers to engage on social with the dinner table discussion: how spicy is it?

The campaign 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’ menu on social by selecting one of four spice tribes they belong to: “a lil’ kick”, “pretty spicy actually”, “hot, hot, hot” and “my mouth’s on fire!”.

Thomas O’Neill, head of marketing food and beverages of McDonald’s said: “We’re 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 – and the result is certainly going to get people talking.”

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.

Credits

CAMPAIGN TITLE: #McSpicyDebate

CLIENT: McDonald’s

VP MARKETING & FOOD DEVELOPMENT: Michelle Graham-Clare

DIRECTOR MARKETING & FOOD: Steven Howells

HEAD OF MARKETING – FOOD & BEVERAGES: Thomas O’Neill

MARKETING MANAGER: Jo Conlon

SENIOR BRAND MANAGER: Lucy Johnson

CAMPAIGN ASSISTANT: Celia Brown

ADVERTISING AGENCY: Leo Burnett

CCO: Chaka Sobhani

EXECUTIVE CREATIVE DIRECTOR: Mark Ellwood

CREATIVE DIRECTOR: Andrew Long and James Millers

COPYWRITER: Alice Pearce

ART DIRECTOR: Aaron Taylor

DESIGNER: Sam Kallen and Jakk Breedon

PLANNER: Benjamin Obadia

BUSINESS LEAD: Ana Saffer

ACCOUNT DIRECTOR: Jack Brenman

ACCOUNT MANAGER: Imi Malone

ACCOUNT EXECUTIVE: Hope-Precious Engele

PROJECT MANAGER: Siobhan Mulcahy

AGENCY PRODUCER: Alex Taylor

Photography PRODUCER: Jo Hodge

MEDIA BUYING AGENCY: OMD

LA PRODUCTION COMPANY: Unit 9

LIVE ACTION DIRECTOR: Simon Neal

FS PRODUCTION COMPANY: Food Hall London

FOOD SEQUENCE DIRECTOR: Scott Grummett

RADIO PRODUCER: Adam Furman

PR AGENCY: Red Consultancy

EDITOR: Nick Armstrong, TenThree

POST-PRODUCTION COMPANY: Framestore

AUDIO POST-PRODUCTION COMPANY: Factory

PHOTOGRAPHER: Scott Grummett