McDonald’s & Frank's Redhot Drop ‘Make It Hot’ Campaign from Leo Burnett

McDonald’s UK and Leo Burnett are spicing things up again with their boldest collaboration yet.

The brand and agency are bringing back the iconic McSpicy x Frank’s RedHot offering and introducing a brand-new, fiery dip.

Set to make the McDonald’s menu sizzle this summer, the platform reignites the iconic "McSpicy x Frank’s RedHot Chicken Burger" and adds Frank’s RedHot Mayo as a new dip option.

"McDonald’s but Make it Hot" invites fans to kick the heat up a notch on anything from the McDonald’s menu.

“Last year’s launch of the McSpicy x Frank’s RedHot burger showed us how much demand there is for bold, spicy flavors on our menu,” shared Matthew Reischauer, Marketing Director at McDonald’s UK & Ireland. 

"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. (pro tip: try it with a McMuffin)," he added.

Leo Burnett UK Creative Director Ben Hooper reinforced these sentiments, as McDonald's now allows you to "make everything hot."

"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. Except perhaps a McFlurry.”

The McSpicy x Frank’s RedHot Chicken Burger will be available across stores until June 26, while Frank’s RedHot Mayo will be available until October 21.

This latest initiative from the agency and two food powerhouses demonstrates the power of brand partnerships in driving consumer engagement and sales.

Combining McDonald’s reach with Frank’s RedHot’s iconic flavor enables both brands to make something so attention-grabbing, craveable, and hard to resist for spicy food lovers like myself. 

Let the Spiciness Kick In!

The campaign kicks off with a high-energy 30-second TV spot that starts with a McSpicy billboard, which is quickly engulfed in flames to reveal the new spicy menu lineup.

Set to the upbeat track “Danger! High Voltage” by Electric Six, the ad creates a playful yet intense atmosphere, perfectly capturing the heat of the collaboration.

In addition to TV and digital content, McDonald’s takes over outdoor advertising formats with a spicy, creative twist.

"McDonald’s but Make it Hot" hijacks classic breakfast ads, featuring Frank’s RedHot Mayo lid takeovers and striking visuals to remind fans that no part of the menu is safe from the heat.

This heat-themed energy carries into other OOH formats as well.

Street-level flyposting highlights the fiery visuals, drawing in passersby with stripped-back copy and red-hot imagery.

The campaign’s creative identity was developed by POPDesign, Leo Burnett’s in-house design studio, reinforcing a fresh and daring visual approach to the collab.

Further igniting the hype is an influencer-led social content series called the "But Make It Hot Challenge."

Here, four popular creators go head-to-head in a blind-dipping challenge, pairing mystery menu items with the new Frank’s RedHot Mayo.

These exciting videos will run across TikTok and Instagram, driving fan interaction and participation.

To top off the campaign, McDonald’s hosted an immersive tasting event.

Collaborating with Fnatic brings the McSpicy x Frank’s RedHot burger and the new dip to life in a memorable way for over 300 content creators, influencers, and media guests.

This experience, filled with spicy surprises, lets attendees sample the new menu items straight from McDonald's Airstream.

Overall, this partnership reminds us once again why these brands stay on top.

Their latest campaign isn't just fueled by spice, it's powered by attention-grabbing multi-channel experiences.

Previously, 5-hour ENERGY and Taco John’s also teamed up to create a caffeinated hot sauce in time for Cinco de Mayo.

These creative teams are the force behind bold brand ideas. Check out the best creative agencies: