Campaign details

Brand: McDonald's
Client: McDonald's
Agency: Leo Burnett London


McDonald's has never been particularly comfortable in the rather pretentious world of coffee.

Our product has always been at parity with the market.

But the Golden Arches have long cast a shadow over our quality perceptions.

Leaving us lagging well behind the main players in the category.

This paper tells how after years of valiantly attempting to address quality misconceptions head on (and failing), a sharp turn in strategy helped to unlock a phase of phenomenal growth.

It aims to serve as a case study in the merits of rejecting the endless strive for supremacy that brands so frequently engage in.

And instead, outline how adequacy isn't something to be ashamed of, but rather a pointed advantage in a category that had lost touch with reality.