Want to hear Anthony “Spice” Adams read 9,000 words about Spicy Chicken McNuggets? No? Too bad.
The actor and former NFL player did just that in a 40-minute video that McDonald’s released on Tuesday. He’s actually reading the “terms and conditions” for “spicesurance” that the fast-food chain will start offering on Wednesday as part of a buy-one, get-one deal.
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Consumers who want in on the deal must download McDonald’s app and select either of the following spicesurance coverage plans with their six-piece Spicy Chicken McNuggets order. The first “plan” allows those who can “handle the heat” to opt in for six more Spicy Chicken McNuggets for free; while the second “plan” offers six classic Chicken McNuggets at no added cost to those who weren’t fans of the spicy option
If the long-winded video wasn’t enough, McDonald’s also posted a 15-tweet thread keeping the joke going.
Wendy’s, of course, had an spicy opinion on its arch nemesis’ campaign.
The comms strategy behind “spicesurance” is built on the fact that spice is subjective, Emily Lyons, McDonald’s director of PR and brand engagement, told PRWeek via email.
“We know our customers have a variety of different palates when it comes to spice – some may be craving a taste of the new spicy kick while others may be on the fence,” she said. “Spicesurance invites everyone to fulfill their spicy craving, no matter their spice preferences, by making sure everyone’s taste for spice is covered.”
The Spicesurance offer with thousands of words of fine print launched with a McDonald’s newsroom post and social content on Instagram and Twitter.
McDonald’s partnered with Adams knowing he’s a McDonald’s fan, a spice expert and is well known for his creativity, said Lyons.
Editor's note: The story was updated on September 16 with comment from Lyons.