McDonald’s has collaborated with Frank’s Red Hot sauce to create what it calls the ‘ultimate chicken burger’, which will be promoted via a UK-wide integrated campaign.
Developed by creative agency Leo Burnett in partnership with Red Consultancy, the so-called ‘hottest drop’ of the year will see McDonald’s fans given the chance to try the limited-edition burger first through exclusive early-access tasting boxes.
Running across social executions, fly-poster inspired out-of-home and in-restaurant radio, the campaign will be centred around a specially created microsite and social film.
“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,” McDonald’s UK & Ireland head of marketing food & beverages, Ben Sherburn said.
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“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.”
Directed by Fred Rowson through Blink, the influencer-inspired film gives fans a subtle clue on how to get their hands on the pre-launch drop.
Launching in restaurants this Wednesday (7 February), a dedicated launch campaign will also run via TV, out-of-home, radio and social media.
Leo Burnett UK creative partners, Andrew Long and James Millers 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.”
