McDonald's "#McSpicyDebate" by Leo Burnett

McDonald's is promoting the launch of the McSpicy burger with an OOH, digital and social media campaign by Leo Burnett.

The work plays on the subjectivity of how spicy food is by encouraging people to take part in a #McSpicyDebate on social media.

With media handled by OMD, live results from Twitter polls will be displayed on digital panels around the country that will also show user-generated Tweets. The campaign will also run on display and other social media channels.

It will be supported by a 30-second TV ad, "First bites", directed by Simon Neal and produced by UNIT9, as well as radio activity.

Credits

Client
VP, marketing and food development
Director, marketing and food
Head of marketing – food and beverages
Marketing manager
Senior brand manager
Campaign assistant
Head of planning
Creative agency
Chief creative officer
Executive creative director
Creative directors
Copywriter
Art director
Planner
Business lead
Account director
Account manager
Account executive
Project manager
Producer
Photography producer
Media buying agency
OMD
LA production company
Live action director
FS production company
Food sequence director
Radio producer
Post-production company
Audio post-production company
Photographer