# Gory Fast Food Campaigns Thai Food Express Smokes Ronald McDonald By Elsa Blaine | Published 2009-02-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/thai-food-express-smokes-ronald-mcdonald References: [stillad](http://www.stillad.com/thai-food-express-the-hottest-food-in-town-2117.htm) It appears [Thai Food Express](https://www.trendhunter.com/trends/uber-eats-and-rosas-thai) restaurant has blown Ronald [McDonald](https://www.trendhunter.com/trends/leo-burnett-italia) right out of his boots in this slightly gory but effective ad campaign. They sure do look like his boots and there are remnants of striped socks at the ankle, but take a closer look--his feet may still actually be in the big red boots. Eww! The question is, did Thai Food Express figuratively smoke the fast food giant with huge profits, or did Ronald literally get blown away after eating some of the company’s spicy food which they tout as, “The Hottest Fast food in Town.” Either way, the smokin’ ad by [Publicis](https://www.trendhunter.com/trends/pizza-hut-frozen-pizza) of Switzerland is bound to grab the attention of Thai food fans and perhaps even a few McDonald’s execs. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 22% | Activity: 50% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Shock Advertising:** More companies may utilize graphic and controversial ads to attract attention and stand out in a crowded market. - **Spicy Fast Food:** Fast food restaurants may incorporate spicier menu items to appeal to adventurous eaters and stand out from traditional offerings. - **International Fast Food Brands:** Consumers may become more interested in exploring fast food options from other cultures and regions, leading to the rise of international fast food brands. ### Industries Being Reshaped - **Advertising:** Ad agencies may have to become more creative and daring in their campaigns to create buzz and engagement. - **Fast Food:** Fast food restaurants may need to innovate with spicier and more daring menu items to keep up with changing consumer tastes. - **Hospitality:** Hospitality businesses may consider incorporating spicy food options from different cultures to attract adventure-seeking travelers and foodies. ## Related on Trend Hunter - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [QSR X-Ray Campaigns](https://www.trendhunter.com/trends/kfc-spain-1.md) - [Unusual Fast Food Ads](https://www.trendhunter.com/trends/believe-campaign.md) - [Distorted Burger Campaigns](https://www.trendhunter.com/trends/ailloween.md) - [Food Truck Billboards](https://www.trendhunter.com/trends/food-truck-billboard.md) - [Chicken Wing QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-australia-1.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md)