DDB Aotearoa and McDonald’s are Answering the Burning Question on Everybody’s Lips: Is It Hot or Not?

“Spice is subjective,” McDonald’s senior brand manager - menu, Stefanie Phillips, says.  

“Even though it’s our spiciest burger ever, everybody has a different spice tolerance. Instead of telling the country how spicy this new burger is, McDonald’s wants people to determine that for themselves.”

Using the Macca’s app, spice-lovers will share whether they think the Mighty Hot McSpicy stands up to their personal spice test, with every spicy review unlocking a burning hot deal. Each review rewards Macca’s fans with an exclusive deal only available through the app.

Using a multimedia platform strategy, these real-life reactions will be broadcast in real time, with Kiwis’ reviews popping up across out-of-home and Macca’s digital and social channels. 

“This campaign celebrates the best of these reactions, bringing them to life and encouraging even more New Zealanders to take the Mighty Hot McSpicy test,” Phillip says. 

So, is Macca’s spiciest ever burger hot, or not? You decide.