McDonald’s are at it again with new McCafé campaign poking fun at the world of coffee, by Leo Burnett London

McDonald’s are at it again with new McCafé campaign poking fun at the world of coffee, by Leo Burnett London

Building on the success of its Great tasting coffee, simple campaign over the last two years, McDonald’s have launched a new integrated campaign called ‘We could’ aimed at driving the quality credentials of its McCafé coffee in a simple and pragmatic way. The campaign kicks off with a TV advert airing on 18th March and will be supported by radio social, press, digital display, out-of-home, all of which bring to life the ridiculous ways McDonald’s could talk about their coffee in each of those channels, but don’t.

 


Created by Leo Burnett London, the humorous campaign shows McCafé coffee as having the same quality points as its competitors such as 100% freshly ground Arabica beans and organic milk but without the superfluous ways to talk about them.

 


The 60” film and two 30” cut downs show the audience how the brand ‘could’ communicate the quality of McCafé coffee using classic advertising methods such as ‘telling a humble origins story and discovering conveniently placed sacks of coffee’ or by ‘showing a selection of models holding cups up to their faces’.

 


After a number of scenes demonstrating the more ridiculous ways McDonald’s could choose to talk about its coffee, the audience is shown Arabica beans being freshly ground in a McDonald’s restaurant and a McCafé cup being filled with coffee, highlighting what McDonald’s actually do: ‘Great tasting coffee, simple’.

 


Chaka Sobhani, Chief Creative Officer at Leo Burnett London, said: “The latest outing for our McCafé campaign and hopefully one that tickles the funny bone even more. The category can still take itself a little too seriously so what better than gently ribbing the madness when all we really want is a cup of great tasting coffee, simple.” 

 


 

Michelle Graham-Clare at McDonald's said: “The McCafé work has always rung true with customers; people who just want a great coffee. This campaign is no different, tackling the world of coffee advertising in a funny and relatable way. The campaign highlights the fact that we know people want to feel assured they are going to get a good cup of coffee, but they don’t always enjoy the pretentiousness that comes with it.”  

McDonald’s are at it again with new McCafé campaign poking fun at the world of coffee, by Leo Burnett London
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Date



18th March



Title/Project



McCafé ‘We Could’



Agency



Leo Burnett London



Agency contact 



Chaka Sobhani – Chief Creative Officer


Pete Heyes – Creative Director


Andrew Long – Senior Creative


James Millers – Senior Creative


Bruce Macrae - TV Producer


Max Keane – Head of Planning


Adriana Ferran – Senior Planner


Jamie Teale – Group Project Director


Sian Collister – Project Manager


Victoria Reiz – Client Service Director


Kate Tweed – Business Director


Jassmine Wixon – Account Director


Felicity Davies – Senior Account Manager


Kate Aspinall – Account Manager


Gabriella Kaas – Account Executive



Client name



Michelle Graham-Clare – Marketing Director


Tom O’Neill – Marketing Manager


Jodie White – Brand Manager


Harry McLean – Campaign Assistant



Copywriter



 Andrew Long



Art director



James Millers



Planner/CSU Director



Adriana Ferran



Media agency



OMD 


Executive Business Director: Jo Butler


Associate Director: Lucy Johnson


Communications Planning Manager: Jamie Graham


Strategy Director: Julia Smith


Connections Planning Manager: Anna Martorana


Digital Connections Planning Associate Director: Tom Kirkham


Investment Associate Director: Alex Neary



Production company



 Academy Films



Director



 Us



Audio Post Production



 750 mph



Post Production 



 Framestore


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