Turning an iconic collab into the hottest drop of the year.

In 2024 McDonald’s wanted to strengthen its position as chicken category leader by bringing together two cultural icons, the McSpicy and Frank’s RedHot. In Gen Z culture the ‘hottest drops’ are ones that create a feeling of scarcity, exclusivity and FOMO. So, to launch the McSpicy x Frank’s RedHot collab we made the exclusive feeling of drop culture accessible to everyone.