Stimulating Breakfast & Coffee at McDonald's

Mediaworks and Cawley Nea\TBWA

Company profile

Mediaworks is owned by Core Media, Ireland's largest and fastest growing media buying group. Our success is built on better client and consumer understanding which we believe places us in a better position to provide a competitive advantage for our clients.

At Cawley Nea\TBWA we believe that the convergence of INSIGHT, IDEA and TECHNOLOGY is where truly inspiring, creative and effective work is born. It's what drives our talented multidisciplined teams every day. But more importantly, it's what generates the ideas that excite our clients and their brands across every medium.

Introduction & Background

The launch of the Breakfast & Coffee platform in 2010 was one of the most significant and strategic developments for McDonald's Ireland in recent years.

By 2010 eating breakfast out of home had been on the increase for some time while Ireland had belatedly embraced the coffee culture. Coffee shops and chains sprouted up all around Ireland. The quality of the breakfast out of home offering had improved significantly.