Campaign details
Brand: McCaféBrand owner: McDonald'sEntrant company: FP7 McCann CairoIdea creation: FP7 McCann CairoMarket: EgyptSector: Restaurants and takeawaysMedia channels: Online video, Point-of-purchase, In-store, Product sampling, Social media, Television & Connected TVBudget: 1 - 3 million
Executive summary
McDonald’s has a solid presence in Egyptians’ hearts and minds. McCafé wasn’t enjoying the same popularity, however, despite its high-quality, affordable coffee and wide reach. Coffee for Egyptians meant other brands that have dominated the coffee scene for over a decade.
In 2021, McCafé believed it was time to...