McDonald's: For Every Beat of the Day

McCafé, a QSR, improved perception around its quality credentials to kick off a long-term relationship with young adult coffee drinkers in the countries of the Gulf Cooperation Council (GCC).

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: Leo BurnettIdea creation: Leo Burnett Dubai Market: Middle East & North Africa (general region) Sector: Restaurants & takeaways Media channels: Direct marketing, Email marketing, Mobile & apps, Online video, Outdoor, Out-of-home, Point-of-purchase, In-store, Product sampling, Television & Connected TV, Virtual & augmented reality, Word of mouth, Influencers, KOLsBudget: 1 - 3 million

Executive summary

How could McCafé, a small player in the coffee category, not seen as desirable, win with GCC’s coffee-drinking young adults?


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