McDonald's Australia has introduced a new campaign for its Hot Honey range, developed in partnership with DDB Group Sydney. The campaign aims to promote the new Hot Honey McSpicy, Hot Honey McCrispy, and Hot Honey Sauce for Chicken McNuggets.

The campaign features a collaboration with Australian streetwear brand Culture Kings, resulting in a limited edition Hot Honey t-shirt. These t-shirts will be available at Culture Kings Melbourne and online starting March 19, 2025, until stocks last.

A sneaker drop-style launch event is scheduled for March 22, 2025, at Culture Kings' flagship store in Hozier Lane, Melbourne. This event is part of a broader campaign strategy that spans multiple channels, including screens, billboards, social media, and digital out-of-home placements.

The Hot Honey range will be available in McDonald's restaurants and through the MyMacca’s app for a limited period.

Marketing Director of Menu and Brand for McDonald’s Australia, Amanda Nakad, 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."

Creative Partner at DDB Sydney, Jack Nunn, 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."