Grandma Is Sweet and Spicy in We Are Unlimited’s Latest for McDonald’s

By Erik Oster 

We Are Unlimited promotes McDonald’s new glazed tenders with a new campaign featuring “Sweet and Spicy Grandmas.”

The concept, unsurprisingly, centers around grandmothers displaying two sides of their personality. In a 30-second launch spot, that means a grandma named Marianne who “knows a thing or two about chicken” knitting a sweater for a gift, which seems sweet, until the ad’s reveal shows her “spicy” side.

Some viewers may find grandmas leering at a gardener kind of creepy, but the overall concept of the campaign, while not the most original, does allow plenty of room for expansion.

Marianne also appears in a series of social ads running on Facebook, Twitter, Instagram and Snapchat through September in which she gives advice showcasing both sides of her personality. The campaign also includes a “Glaze Craze” Snapchat game.


Client: McDonald’s
VP, Marketing & Branded Content: Kenny Mitchell
Senior Director of Marketing: Julie Wenger
Director of Marketing: Michael Joiner
Brand Manager: Ivonne Loza
Brand Supervisor: Luci Ramos-martell
Brand Manager Social Content & Engagement: Emily Charron
Brand Supervisor Social Content & Engagement: Faizan Tahir
Marketing Operations: Keishon Williams

Creative Agency: We Are Unlimited
Chief Creative Officer, DDB North America: Ari Weiss
Chief Creative Officer, UNLTD: Toygar Bazarkaya
Executive Creative Director, UNLTD: John Hansa
Creative Director, UNLTD: Josh Mizrachi
Creative Director, UNLTD: Jimmy Dietzen
Senior Copywriter, UNLTD: Sarah Uchison
Senior Art Director, UNLTD: Emily Walton
Co-Head Account Management, UNLTD: Melanie Behling
Account Supervisor, UNLTD: Taylor Knowles
Account Executive, UNLTD: Jessa Gianotti
Chief Strategy Officer, UNLTD: James Lou
Senior Narrative Strategist, UNLTD: Kevin Bynoe
Executive Producer, UNLTD: Tom Cronin
Producer, UNLTD: Nikki Calabrese
Integrated Producer, UNLTD: Rivetta Goodrich

Production Company: O-POSITIVE
Director: Brian Billow
Executive Producer: Ralph Laucella
Executive Producer: Mark Grill
UPM: Grayson Bithell

Editorial: CUTTERS
Editor: Grant Gustafson
Executive Producer: Patrick Casey

Producer: Tim Konn
Audio Engineer: Peter Erasmus

Finish House: Flavor
Flame Artist: Brian Higgins
Producer: Bruce Rindler

Color House: Framestore Chicago
Colorist: Maria Carretero
Producer: Meg Miller