Choose your burger. No, really!

McDonald’s new McSpicy ad breaks clutter and creates brand ownership

It is rare to see a brand pitch one of its own existing products against a newly launched product. In its latest McDonald’s ad, the Roadies twins Raghu and Rajiv face-off on their favourite burgers – McSpicy and newly launched Indi McSpicy. At the end, they ask consumers to vote either of the two off the menu. The loser will be phased out by McDonald’s.

Since QSR chains introduce or knock off menu items after intense testing, the ad comes as a surprise. And does it make any sense? After all, the company gets daily sales data on which items are selling well and thus knows which ones to keep and which ones to take off the menu. It can very well base


You don’t want to be left behind. Do you?

Our work is exclusively for discerning readers. To read our edgy stories and access our archives, you’ve to subscribe