In its latest endeavour to engage with Gen Z, McDonald’s presents an intriguing question – “Sí Pica o No Pica” – as part of its Spicy Menu campaign. The driving force behind this campaign is Colombian American director Victoria Rivera, known for her successful ad “Los Viejitos” for McDonald’s in 2022. She collaborated with Alma and SLMBR PRTY for the production.
What is this about?
This unique campaign features a wide-ranging group of Gen Z individuals providing unfiltered feedback on McSpicy sandwiches and Chicken McNuggets® in diverse settings. The authenticity of these friends’ experiences is augmented by their spontaneous Spanglish banter, offering an in-depth perspective on the spice levels of the new menu items.
McDonald’s Sí Pica o No Pica Ads
This campaign has two ads:
Here what the ad director wanted to achieve with these two ads in her own words:
“We wanted to get honest, candid opinions on the heat level of the spicy menu that could lead to debate and laughs amongst the group. Because as we know, Latinos have different tolerance levels of spice … First and foremost, I wanted the group of friends to remind us of our own.” – Victoria Rivera, Ad Director
Let’s learn a few things from this campaign!
Key Takeaways
Here are a few that we think can be educational for marketers and business owners:
1. Targeted Marketing
McDonald’s carefully targets its audience – Gen Z in this case – by developing content and campaigns that resonate with them. Businesses should consider their audience demographics and preferences when crafting marketing strategies.
2. Cultural Relevance
The campaign uses a Colombian American director, and the theme “Sí Pica o No Pica” suggests a specific appeal to the Latino community. This shows the power of cultural relevance in creating engaging campaigns. Consider tailoring your message to resonate with different cultural groups within your target audience.
3. Authentic Engagement
The campaign seeks genuine, unscripted feedback from its consumers, reinforcing the importance of authenticity in marketing. Encourage authentic engagement with your customers and incorporate their feedback into your messaging.
4. Experiential Marketing
The campaign takes on a documentary-like style, which allows viewers to experience the reactions of the participants. This strategy enhances consumer engagement and makes the marketing feel more personal and relatable.
5. Challenging Stereotypes
The campaign aims to push against culinary stereotypes, which can increase inclusivity and appeal to a broader audience. Consider how your marketing can challenge existing stereotypes or norms in your industry.
6. Humor and Joy
The campaign highlights the humor and joy that come with close friendships, emphasizing the importance of emotion in marketing. Utilizing emotions such as happiness, nostalgia, or even humor in your marketing can foster a deeper connection with your audience.
So what’s next?
Creating such amazing, heart-felt ads don’t have to be hard or expensive. You can create such an ad with a series of UGC content and Zebracat will sew them together and create an amazing ad for you!
