Fast food restaurant McDonald’s has unveiled a new creative platform for the return of its McSpicy x Frank’s Redhot range.
Devised by creative agency Leo Burnett’s in-house design studio PopDesign, the campaign, titled ‘McDonald’s but make it hot’ features a 30 second AV spot which shows a billboard for the McSpicy burger that is engulfed in flames, burning away to reveal the new range.
It features American rock band Electric Six’s ‘Danger! High Voltage’.
Creative for the campaign sees the fast-food chain “hijack” its breakfast menu ads with RedHot Mayo lid takeovers.
“With the return of the McSpicy x Frank’s RedHot and the release of the spicy mayo dip, you can now make everything at McDonald’s hot,” said Ben Hooper, creative director at Leo Burnett UK.
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“So that’s what we did. Setting fire to our billboards, spicy takeovers of our own breakfast ads and a nationwide challenge to make anything on the menu deliciously spicy.”
McDonald’s has also launched an influencer-led social content series, the ‘But Make it Hot Challenge’, which will run across TikTok and Instagram and features four creators matching mystery menu items with Frank’s RedHot Mayo.
To celebrate the collaboration, the brand has partnered with Red Consultancy and Fnatic to launch an immersive PR, influencer and press-tasting event. The campaign will run across TV, video-on-demand, out-of-home, social media, radio and YouTube.
Matthew Reischauer, marketing director at McDonald’s UK & Ireland, said: “Last year’s launch of the McSpicy x Frank’s RedHot chicken burger showed us how much demand there is for bold, spicy flavours on our menu.”
“The collab brought the heat in a big way, and fans told us they wanted more. So this year we brought the burger back and added a new Frank’s RedHot Mayo dip. We’re letting fans have the freedom to fire up anything on the menu, letting people personalise their favourites with a bold flavour from Frank’s that they know and love.”
