LONDON, ENGLAND – Building on the success of its Great tasting coffee, simple campaign over the last 3 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 dramatizes 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 added: “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.”
Title/Project: Ball Pit
Agency: Leo Burnett London
Chief Creative Officer: Chaka Sobhani
Leo Burnett London
Layla Potter – Managing Partner
Sam Houlston – Business Director
Jay Perry – Account Director
Alice Pavey – Account Manager
Gabriella Kaas – Account Executive
Pete Heyes – Creative Director
Gareth Butters – Creative and Copywriter
Abbie Mclean – Producer
Client Name: McDonald’s
Thomas O’Neill – Head of Marketing, Food & Beverages
Jodie White – Senior Brand Manager
Alexandra Martin – Brand Manager
Kamelya Ozten – Campaign Assistant
Art director – Pete Heyes
Adriana Ferran – Planner/CSU Director
Media agency: OMD