The Challenge:
Piggy-backing on the launch of our spiciest burger yet, the Hell McSpicy, we saw an opportunity to increase average check (AC).

The Insight:
Rather than water, it is milk-based products that help you to cool down after consuming spicy foods.

The idea:
The Hell McSpicy Emergency Kit: we took two of our most iconic milk-based products, the McDonald’s milkshake and Sundae, and packaged them up as Emergency Kit, for customers to use in case the Hell McSpicy turned out a little too hellish for them.

The results:
Hell McSpicy sold out
(before the 5-week campaign period ended)
Average Check: +9%


  • McDonald'sClient

Who pooled - The McSpicy Emergency Kit