McDonald's McCafe Moments

This case study shows how McDonald's, a fast food chain, increased sales in the UK by creating bespoke content to fit the TV shows it had partnered with.

McDonald's McCafe Moments

Faye Gilman, Emma Parrett and Vicky Fox

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:...

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