McDonald’s Australia just unveiled its boldest flavour drop yet, and it’s not just your taste buds that are getting lit. Enter the Hot Honey range, a mouthwatering fusion of sweet heat and street culture swagger, paired with an exclusive Culture Kings x Macca’s collab that’s serving looks alongside spice.
In a campaign cooked up by DDB Group Sydney, Macca’s is asking Aussies to Embrace the Drip in a playful nod to both the fiery-hot honey sauce and the slang synonymous with slick fashion. Think: Hot Honey McSpicy, Hot Honey McCrispy, and saucy dips for Chicken McNuggets, made to leave your hands sticky and your fits fresh.
And the drip doesn’t stop at the sauce. The golden arches have linked up with streetwear brand Culture Kings to drop a limited edition Hot Honey tee. Available from 19 March at Culture Kings Melbourne and online, the shirts are already creating buzz. Miss out? There’s only one way to get your hands on it: order Hot Honey via the MyMacca’s app and unlock your custom drip.
The campaign teased its way into the scene with curated IG takeovers, immersive out-of-home displays, and a sneak peek inside Culture Kings’ Hosier Lane flagship, where Macca’s and street culture melted into one fiery aesthetic.
The heat turns up even higher on 22 March, with a sneaker drop-inspired launch event at Culture Kings featuring t-shirt customisation zones where fans can flex their flavor and style in one of a kind pieces.
Amanda Nakad, Marketing Director of Menu and Brand for McDonald’s Australia, said: “You asked. We listened. Macca’s has seen more and more demand for chicken and we are always looking for ways to grow our range, so we can continue offering our customers even more choice when it comes to chicken.”
“Macca’s runs have never been sweeter and we know when a new range drops, you and your crew are on your way. Our new Hot Honey range is a little sweet and a little sticky but will have you willing to risk it all, so our advice is – embrace the drip.”
Jack Nunn, Creative Partner at DDB Sydney, said: “We borrowed from sneaker drop culture in how the campaign shows up and feels. It’s exciting and really fresh. Plus, I’m pretty keen to see Grimace rock one of the tees, I reckon he could pull it off.”
Credits
Client: McDonald’s Australia
Creative Agency: DDB Group Sydney
Media Agency: OMD Australia
POS Agency: Akcelo
CRM Agency: Digitas
Production Company: Collider
Director: Dylan Duclos
Photography Production: Sam I Am
Photographer: Benito Martin
