Are McSpicy lovers really the most loyal?

McDonald’s is turning one of Singapore’s fiercest food debates into a full-blown public vote, asking fans to crown their favourite McSpicy variant as the nation’s ultimate “national treasure”.

The campaign kicked off alongside the launch of the new Sweet BBQ McSpicy, with the fast-food giant leaning into the deep emotional connection Singaporeans have with the iconic burger. Across social media, McDonald’s spotlighted self-proclaimed McSpicy superfans sharing their go-to orders and personal stories, from remembering their first McSpicy bite to eating one before a major job interview.

The campaign also tapped influencers and KOLs to fuel the conversation online through comedy skits, podcast-style debates and street interviews centered on the age-old question: which McSpicy reigns supreme?

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Beyond social, the campaign brought Singaporeans’ long-running McSpicy obsession into the real world through a large-scale experiential voting activation designed to celebrate the burger’s cult status in the market. Consumers were invited to cast live votes for their favourite McSpicy variant, whether the classic McSpicy, Double McSpicy or McSpicy with Cheese.

Voting took place across the McDonald’s app, a larger-than-life Bishan wallscape and a pop-up activation along Orchard Road, transforming everyday burger preferences into a visible public showdown.

The campaign was rooted in the insight that McSpicy has evolved beyond being just another menu item, becoming a default comfort order many Singaporeans instinctively return to and feel strongly about. In a market where food debates regularly dominate online conversations and social culture, the campaign sought to make that affection visible and participatory.

Rather than simply advertising the burger, the campaign aimed to elevate McSpicy from a fan favourite into a culturally recognised icon by turning consumer loyalty into a shared public moment. The idea also stemmed from a simple but relatable truth: almost everyone seems to have “their McSpicy”, with strong opinions and fierce loyalty tied to their preferred order.

By turning those personal preferences into a real-time national vote, the campaign reframed an everyday burger debate into a collective cultural experience.

The campaign was developed in partnership with OMD Singapore and Leo Singapore, and rolled out across out-of-home, print, digital and social channels.

When MARKETING-INTERACTIVE reached out, a McDonald's spokesperson said "Few things bring Singaporeans together like our shared love for food - and the McSpicy has long been a fan favourite. Over the years, it’s sparked plenty of friendly debates over the ‘best’ way to enjoy it." 

"So, we turned that into something everyone can take part in. Through our interactive vote on the McDonald’s app, Bishan wallscape and a pop-up on Orchard Road, fans can have their say and celebrate their favourite McSpicy moments," added the spokesperson. 

In tandem, Ryan Mutuc, regional business director, OMD Singapore, said, "We recognised that McSpicy is Singapore's iconic burger; taste it anywhere else and you'll know why it's uniquely ours. Instead of telling Singaporeans why McSpicy matters, we let them show the world."

"Working alongside Leo Burnett, we proved that great media strategy is not just about reaching audiences but understanding what people genuinely love and giving them a platform to celebrate it," added Mutuc. 

The campaign also builds on McDonald’s Singapore’s growing push towards culturally-led, highly participatory marketing experiences. Earlier this year, the brand generated buzz online through the return of Grimace and the launch of the viral Grimace Shake campaign, which blurred the lines between social storytelling, experiential marketing and gamified outdoor activations.

Created in collaboration with Leo Burnett Singapore and OMD Singapore, the campaign saw Grimace “take over” McDonald’s social media channels through chaotic selfies and intentionally awkward captions, before extending into real-world activations including Grimace statue installations at Bugis Junction, AR-enabled out-of-home experiences and Grimace-themed buses across Singapore. Consumers could also scan QR codes at bus stops to play an AR game for McDonald’s rewards, turning everyday commutes into interactive brand moments.

Much like the Grimace campaign, the McSpicy activation reflects how McDonald’s is increasingly leaning into fandom, nostalgia and participatory experiences to deepen cultural relevance among younger consumers. Rather than relying solely on product advertising, the brand is building campaigns designed to spark conversation, social sharing and public interaction both online and offline.

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