McDonald's UK: #McSpicyDebate by Leo Burnett

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.