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McDonald’s fans had long been asking for a spicy option—and McDonald’s delivered in style. The new Max Hot line of spicy sauces, burgers, and wraps became the hero of the campaign, which didn’t just showcase the products but turned up the heat—literally: we started in a sauna.
We launched the Max Hot line in the hottest way possible. We invited influencers into a sauna in front of McDonald’s, dressed them in McDonald’s robes, and served them spicy dishes—from mild to insanely hot. Along the way, we asked them “spicy” questions. The social-first format, full of strong reactions, exploded on TikTok.
In a series of short TikTok videos, one of Slovenia’s most popular content creators—Gašper Gubanc—took on the spicy food challenge. The mini TikTok series Guba is for the Hot showcased real reactions to the Max Hot combinations and won over a younger audience with humor, genuine responses, and a recognizable face. By the time Guba reached the last sauce, things had really heated up. Oops!
Even on the street, we couldn’t skip the Max Hot effect—through outdoor advertising, we showed just how hot it gets after enjoying the Max Hot menu. Simply put: it gets a little too hot.
On digital channels, Max Hot came to life with a series of video ads that encouraged McDonald’s fans to spice up their experience. The series of humorous ads with a spicy twist inspired, entertained—and whetted appetites.
