Dip Responsibly is a UGC-driven social campaign challenging Switzerland to take on McDonald’s hottest sauces yet. After teasing the mysterious Swiss Anti-Spice Formula (Milk from Emmi) McDonald’s Switzerland transforms into the BfSK (Behörde für Schärfe Kontrolle) — a fictional authority dedicated to testing the nation’s spice tolerance. The campaign unfolds within a distinct bureaucratic office world that gives the BfSK its own recognizable visual identity. Through influencer activations, UGC reactions and community submissions, the BfSK “examines” how Switzerland handles the heat and rewards the bravest with an official Certified Dipper stamp. At its heart, the campaign asks one simple question:

Can Switzerland handle the spice?