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McCafé Gets Back to Poking Fun at Coffee Shop Clichés

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Leo Burnett London is at it again with the latest comic McDonald’s coffee campaign
McCafé Gets Back to Poking Fun at Coffee Shop Clichés
Building on the success of its ‘Great tasting coffee, simple’ campaign over the last three years, McDonald’s has launched a new integrated campaign to further solidify the quality and value credentials of McCafé coffee through poking fun at the expense and excessiveness of the coffee world.

Created by Leo Burnett London, the humorous campaign shows McCafé coffee as having the same quality as exclusive coffee shops such as 100% freshly ground Arabica beans and organic milk, but without the superfluities that a customer doesn’t need, particularly when getting a grab-and-go coffee.


The hero 30-second spot focuses on a range of pretentious coffee shop ‘frills’ such as a ball pit and an in-house DJ.

Our leading character asks the barista for ‘just a latte’ and the viewer sees in the background various customers struggling with their surroundings; from a couple’s quiet conversation being drowned out by the DJ, to a suited customer trying to drink a cappuccino whilst being subjected to a vigorous massage.

As the film continues, the main character looks disappointed at her extortionate £5.30 coffee. 

All of this stands in sharp contrast to the final scene, as our central character is seen in McDonald’s ordering a latte in a quick, fuss-free and simple way. The spots end with the strapline ‘Great tasting coffee, simple’.

The campaign kicks off with a 30-second TV advert and is available as 60-second supported by radio, social, press, digital display, out-of-home, all of which bring to life the notion that McDonald’s McCafé coffee is great value and good quality. 

Leo Burnett London worked with The Marketing Store, who were responsible for McCafé’s new in-store brand identity – particularly the new cup, which incorporates McDonald’s gold for a brighter feel.

Thomas O’Neill, head of marketing, food & beverages at McDonald’s said: “Customers regularly tell us how good our coffee tastes, and the price they pay is so much cheaper than the competition.  Our new campaign dramatises how expensive (and ridiculous) things are getting in coffee shop culture. And it proves that with McCafé, quality coffee doesn’t have to cost a fortune.”

Peter Heyes, creative director at Leo Burnett London for McDonald’s said: “McCafé is the simple alternative to an overcomplicated coffee market. In 2020, we return to our ‘No gimmicks. No faff’ approach, but this year we have sharpened our focus. All this coffee shop gimmickry is one thing, but why pay for it when all you want is a simple coffee? Tony Barry from Independent has delivered this new work with aplomb and really pushes our challenger positioning for 2020.”
 
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Agency

Agency: Leo Burnett London

Chief Creative Officer: Chaka Sobhani

Managing Partner: Layla Potter

Business Director: Sam Houlston

Account Director: Jay Perry

Account Manager: Alice Pavey

Account Executive: Gabriella Kaas

Creative Director: Pete Heyes

Creative and Copywriter: Gareth Butters

Producer: Abbie Mclean

Art director: Pete Heyes

Client

Client: McDonald’s

Head of Marketing, Food & Beverages: Thomas O’Neill

Senior Brand Manager: Jodie White

Brand Manager: Alexandra Martin

Campaign Assistant: Kamelya Ozten

Planner/CSU Director: Adriana Ferran

Media agency

Media agency: OMD

Business Director: Emma Carr

Communications Planner: Jessie Field

Production company

Production company: Independent

Director: Tony Barry

Audio Post Production

Audio Post Production: 750mph – Sam Robson

Post Production

Post Production: MPC – Grace Thorpe

Genres: Comedy, People

Categories: Retail and Restaurants , Coffee shops

Leo Burnett London, Fri, 13 Mar 2020 13:21:24 GMT