MCDONALD’S HOT N’ CRISPY BURGER: A CHALLENGE WORTH BITING
When inflation made entry-level options feel out of reach, McDonald’s needed a bold new offer to win over young, budget-conscious foodies. Manhattan Communications answered with the Hot N’ Crispy Burger—and a challenge that sparked a national obsession.
We tapped into Gen Z’s love of dares and digital trends to launch a spicy new product wrapped in a viral hook: Tum Se Na Ho Payega. What started with cryptic teasers and witty influencer content escalated into a full-blown national challenge. Three burgers? Free if you can handle them.
The campaign hit all the right triggers: peer competition, snackable social content, celebrity challenges, and in-app engagement. From SMS teasers and a Tabish Hashmi reaction video to interactive filters and a fire-breathing jingle, we made the spice irresistible.
It wasn’t just a burger launch—it was a movement.
Hot N’ Crispy: Because nothing builds appetite like a dare.