McDonald's McSpicy: Selling spice in the land of spices

When McDonald's launched its international McSpicy range in India, it faced the challenge of getting customers to pay more for a premium product when they were still hooked on the cheaper Happy Price Menu.

McDonald's McSpicy: Selling spice in the land of spices

Kanika Gupta, Aditi Patwardhan and Gaurav Soni

Campaign details

Brand owner: McDonald'sBrand: McDonald's McSpicy rangeAgency: Leo Burnett (Mumbai)Country: IndiaChannels used: Outdoor, out-of-home, Point-of-purchase, in-store media, TelevisionMedia budget: 3 - 5 million

Executive summary

McDonald's was launching its iconic international McSpicy range in India. But how could it get its customers to pay Rs. 80 for this premium product when they could have four of their beloved value burgers (McAloo Tikki) for the same price instead? Moreover, how could they hope...

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