McDonald’s is turning up the heat with a new campaign, ‘McDonald’s but Make it Hot’, created with Leo Burnett.

The campaign launches with a 30-second ad that starts on a McSpicy billboard, which bursts into flames to reveal the new spicy line-up.

The fiery theme continues across out-of-home ads, where classic formats are taken over with RedHot® Mayo lids-even on breakfast ads-showing that no menu item is safe. Gritty flyposting with flame-heavy visuals adds a raw street-style look.

The new design identity was created by POPDesign, Leo Burnett’s in-house team.

To get fans involved, McDonald’s launched an influencer series called the ‘But Make It Hot Challenge’, produced by Detail Films, the team behind TopJaw. Four creators try mystery menu items with the new spicy mayo in a blind dip test. The series, along with teasers and cutdowns, runs on TikTok and Instagram.

Red Consultancy is helping build buzz with a big PR and influencer event in partnership with Fnatic. Over 300 guests from music, gaming, food, and fashion will get early access to the new McSpicy® x Frank’s RedHot® and the new dip, served fresh from a McDonald’s Airstream alongside fan favourites.

The campaign will keep going post-launch, with more creator challenges and McFleet pop-ups bringing the heat to fans around the UK.

Inside restaurants, customers will see new tray liners, kiosk screens, and motion boards encouraging them to try the spicy mayo.

The campaign is live from 7 May across TV, VOD, YouTube, outdoor ads, social media, radio, and in-store.

Ben Hooper, Creative Director at Leo Burnett UK, said: “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… 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…”

Matthew Reischauer, Marketing Director at McDonald’s UK & Ireland, added: “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. (pro tip: try it with a McMuffin).”