McDonald's McCafé: Integrated Campaign

PRIOR EXPERIENCE

Celebrate Everyday Occasions.
Not that long ago, McDonald’s was the last place coffee drinkers would think of to get a latte. So when the owners of a regional co-op came to us for help launching the new coffee concept, we knew we had to give consumers more than just one good reason to make the switch to McCafe. So we gave them dozens of everyday reasons. Literally.

The Celebrate Everyday Occasions campaign highlighted relatable challenges and frustrations of everyday life, and urged coffee drinkers to treat themselves to McCafe as a reward for achieving small, everyday victories.

Campaign Elements:
Print ads, out-of-home and ambient media executions, radio, social media, point-of-sale and pop-up coffee kiosks placed strategically in places where consumers could celebrate a simple everyday occasion.