McDonald's: McCafé – When enough is enough

McDonald's, a fast food restaurant chain, increased consumption of its McCafe coffee in the UK by poking fun at the exclusivity and judgement in the coffee category.

Campaign details

Brand: McDonald'sClient: McDonald'sAgency: Leo Burnett London

Summary

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...

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