McDonald's McCafe Moments
Campaign Details
Brand: McCaféBrand Owner: McDonald'sLead Agency: OMD UKContributing agencies: The Outfit; Channel 4Country: United KingdomIndustry: Restaurants and takeawaysChannels used: TelevisionBudget: 1 - 3 million
Executive Summary
McDonald's historically equalled burger, not coffee. So having launched their McCafé range in the UK in 2014, the brand needed a caffeine boost to lift it from being only the 4th place people thought of for coffee.
A simple cultural truth unlocked our groundbreaking marketing approach:...