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McDonald's is promoting the launch of the McSpicy burger with an OOH, digital and social media campaign by Leo Burnett.

The work plays on the subjectivity of how spicy food is by encouraging people to take part in a #McSpicyDebate on social media.

With media handled by OMD, live results from Twitter polls will be displayed on digital panels around the country that will also show user-generated Tweets. The campaign will also run on display and other social media channels.

It will be supported by a 30-second TV ad, "First bites", directed by Simon Neal and produced by UNIT9, as well as radio activity.