The spice strikes back: McDonald's launches 'Kembali spicy' for its fiery favourite

McDonald’s Indonesia is dialling up the heat with its fiery fan-favourite Ayam McD Spicy, reintroducing the menu item with a full-blown “Kembali spicy” campaign designed to reignite consumer love for the brand’s spiciest signature.

While the menu item itself is far from new, McDonald’s is leaning into nostalgia and local flavour to spark fresh engagement - this time through a two-pronged activation effort: a nationwide Superfans audition and a digital gamification experience on the McDonald’s app and website.

“Based on research we conducted, 9 out of 10 customers stated that Ayam McD Spicy has the perfect level of heat that seeps deep into the meat, making each bite satisfying,” said Caroline Kurniadjaja, associate director of marketing at McDonald’s Indonesia. “They also agreed the spiciness is addictive - making people want to come back again and again.”

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The centrepiece of the campaign took place on 31 May with the Superfans audition, held simultaneously across five McDonald’s restaurants in Jakarta, Bekasi, Tangerang Selatan, and Surabaya. Up to 500 participants competed for the title of “Ayam McD Spicy Superfan” by devouring the spicy PaNas 1 meal and submitting on-camera testimonials, sharing their unfiltered take on the legendary heat.

All participants received limited-edition Ayam McD Spicy T-shirts, while 25 winners - set to be announced on 13 June - will score free Ayam McD for six months. It’s a social-driven play that turns everyday fans into brand heroes.

But the campaign didn’t end there. A parallel digital activation, “Kembali spicy”, kicks off this June through McDonald’s owned platforms. The gamified experience lets users collect points for a chance to win spicy rewards, including the same six-month supply of chicken.

Although the emphasis is now on fan reactivation, the brand continues to reinforce its local credibility. Ayam McD Spicy is made from 100% Indonesian-sourced chicken from regions such as Parung, Sidoarjo, and Tabanan, and seasoned with a locally-developed spice blend created by McDonald’s Indonesia’s in-house team.

“We are committed to serving chicken of the highest quality, from raw material to plating,” said Tb Imam Gazali, the brand's quality assurance manager. “Everything is locally sourced and prepared, but meets global standards for food safety and taste.”

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