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McDonald's: '#McSpicyDebate'
Location
UK
Date
Jul 2021
Role
Creativity & Innovation Director
Collaborators
Leo Burnett, X (formerly Twitter), LADBible, Snap, Talon.
The challenge:
Win back relevance in the chicken category with Gen-Z — against culturally stronger competitors.
The idea:
Turn “how spicy is it?” into a national social debate, not a product claim.
What I did:
Built the #McSpicyDebate platform across TV, social, DOOH and creators
Turned live social commentary into real-time media
Partnered with LADBible, Snap and X to fuel participation
Impact:
- 5x daily brand mentions
- Outsold and out-buzzed KFC’s Zinger
- Product sold out nationally
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