McDonald's UK: #McSpicyDebate by Leo Burnett
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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