McDonald’s, JUMBO Seafood spice up National Day with chilli crab collab

McDonald’s Singapore has teamed up with homegrown seafood brand JUMBO Seafood to serve up a National Day menu that puts a fast-food twist on one of Singapore’s most iconic dishes, chilli crab.

Marking its first-ever collaboration with JUMBO Seafood, McDonald’s has rolled out two new chilli crab sauce burgers, the chilli crab sauce prawn burger, available in single and double patties, and the chilli crab sauce chicken burger.

Both are infused with a sauce inspired by JUMBO’s award-winning chilli crab recipe, aimed at celebrating local flavours in conjunction with Singapore’s 60th birthday. According to McDonald’s, the idea was to honour what makes Singapore unique through food, positioning the chilli crab burger as a bold tribute to a national classic.

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The prawn version features a crispy seafood patty topped with scrambled egg, lettuce and brioche buns, while the chicken burger swaps in a juicy, crumb-coated patty. Both come generously lathered in the signature sweet, savoury and tangy chilli crab sauce.

The menu extends beyond burgers to a full slate of local-inspired offerings. Customers can also expect kampung (village) drumlets, made with a fragrant blend of chilli, turmeric, cumin and ginger, as well as the return of the pulut hitam (black glutinous rice) pie filled with black glutinous rice and coconut cream.

For drinks and dessert, McDonald’s is bringing back the iced dinosaur, and launching a chendol (sweet, iced dessert) soft serve, a swirl of coconutty gula melaka (palm sugar) that’s also available as a sundae or McFlurry.

Tapping into the National Day hype, McDonald’s is also releasing a limited-edition thermal insulated lunch bag on 28 July, priced at SG$7.90 with any meal purchase (excluding Happy Meals). McDonald’s app members will get early access on 24 July from 2pm to 6pm by redeeming 1,500 MyM Reward Points. The campaign will run while stocks last.

The chilli crab sauce burgers and other menu items will be available from 10 July during non-breakfast hours across all McDonald’s outlets islandwide, as well as through delivery partners.

“We’re thrilled to collaborate with Jumbo Seafood to bring a truly local flavour to our customers this year. Our teams worked closely to develop a chilli crab-inspired sauce that delivers everything we love in this quintessential dish of Singapore, reimagined as not just one, but two uniquely McDonald’s burgers," said Drina Chee, senior director, marketing and digital customer experience, McDonald’s Singapore. 

In tandem, Ang Kiam Meng, executive chairman and group CEO of JUMBO Group said, "At JUMBO Seafood, we’re proud to be synonymous with the soul of Singapore’s culinary scene. Chilli crab holds a special place in every Singaporean’s heart, and it’s exciting to see this iconic dish reimagined so creatively. While rooted in our rich heritage, we’re always looking to innovate, and this partnership with McDonald’s is a fantastic way to showcase our signature chilli crab sauce in a fresh, bold way." 

MARKETING-INTERACTIVE has reached out for more information.

The tie-up arrives as brands increasingly lean into nostalgia-driven marketing and hyper-local collaborations to stand out during National Day season, a time often packed with limited-time drops and cultural throwbacks. FairPrice Group is also tapping into SG60 this year, launching three locally inspired housebrand potato chip flavours, kopi, laksa and black pepper crab, available across FairPrice supermarkets and Cheers outlets through September.

Elsewhere, adidas has teamed up with MILO for a nostalgic collaboration under the banner “Fuelling goodness”, marking MILO’s 75th year in Singapore. The limited-edition collection spans T-shirts, pins, charms and a sachet kit, all designed to celebrate the little moments and Singlish quirks that define everyday life. 

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