McSpicy Debate


McDonald’s wanted to take on their competitors in the chicken market, and get younger people to re-evaluate McDonald’s chicken creds. In order to do so they created a limited edition spicy chicken burger; the McSpicy. How could we create noise around the new burger and get young customers lovin’ it?


Spice is subjective. What might be a little tickle for one person, is a full on meltdown for somebody else. So we asked the nation to decide – how spicy is the McSpicy for you?


The #McSpicyDebate is a social first campaign that invited the nation to share their reactions to the limited edition burger. It kicked off with a social and TV film set to Nelly’s Hot in Herre to get the word out. Social polls asking people how they perceived spice were linked to DOOH boards that showed how different areas polled. We created an AR lens on Snapchat to let people show their friends how spicy they found the burger. And a McSpicy truck even turned up in the music video for AJ Tracey’s summer hit Summertime Shootout.