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Ad of the Day: McDonald’s launches secret collab with cryptic poster campaign


By Amy Houston, Senior Reporter

February 1, 2024 | 3 min read

The intriguing out-of-home activation encourages viewers to use a QR code to find out more.

Outdoor billboard

McDonald's billboard ad / Leo Burnett

McDonald’s and its agency Leo Burnett UK have launched an outdoor ad campaign designed to build up excitement around a new collaboration.

The fast food chain has joined forces with Frank’s RedHot to create the ultimate chicken burger, and fans are being given the chance to get their hand on the limited-edition meal first through early access tasting boxes.

All you have to do is scan the QR code and get the top-secret passcode to the drop site, which is


There’s also a Fomo-inspiring film to coincide with the push that was created in partnership with Fred Rowson from Blink Productions.

“McDonald’s and Frank’s RedHot are two iconic brands coming together for an exciting sauce collaboration, firmly cementing our spice credentials in the chicken space,” said Ben Sherburn, head of marketing for food and beverages at McDonald’s UK & Ireland. “Our approach for this campaign was to engage fans of both brands by tapping into the feeling of drop culture through a fun, interactive campaign.”

Those who miss the exclusive drop don’t need to worry, as the burger will arrive to the masses at restaurants on February 7

Andrew Long and James Millers, creative partners at Leo Burnett UK, added: “McSpicy and Frank’s RedHot are both iconic products with strong Gen Z appeal. So, to mark the launch of this epic collab, we wanted to tap into a trend that fans of both brands could enjoy, bringing the exclusivity of drop culture to the masses in a way that feels true to the audience yet unashamedly populist.”

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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