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...