McDonald's: Coffee? Simple.

Salma Osama, Salma Ezz

Quick service restaurant brand McDonald's grew traffic and coffee sales in its McCafé branches in Egypt through a campaign that focused on the simplicity of its offering.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: FP7 McCannIdea creation: FP7 McCann Cairo Market: Egypt Sector: Restaurants & takeaways Media channels: Outdoor, Out-of-home, Online video, Social media, Product sampling Budget: 1 - 3 million

Executive summary

McDonald’s has always had a uniquely solid presence and an unmatched spot in Egyptians’ hearts and minds. McCafé, however unfairly, wasn’t enjoying the same popularity, despite its high-quality, affordable coffee and wide reach in Egypt. Instead, coffee for Egyptians meant other tycoon names that have been...

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