gregdubeau.com-McDonalds-McCafe-1000x677-01

McCafé is a full line extension of McDonald’s with its own carefully crafted brand identity.


The McCafé brand is rooted in the idea of 
Premium Roast coffee and authentic specialty coffee drinks paired with quality foods, and married with the value and convenience of McDonald’s.
Following a National brand repositioning campaign, McCafé needed to build on its existing product offerings and reinforce its share in the premium coffee market.
Our challenge was to find a way to link the national McCafé brand to the unique tastes of the Atlantic Canadian market. We chose TV and digital video as the vehicle for our story.
gregdubeau.com-McDonalds-McCafe-1000x677-02

A New Way to Café is about giving permission to leave regular routines behind and try something different with McCafé. It’s a new way to savour authentic specialty and Premium Roast coffee, a new way to break with perfectly paired pastries, a new way to experience a café environment.

Research showed that Atlantic Canadians overwhelmingly prefer sweet, rich, and flavoured, dessert type coffees. Not only do they prefer sweet specialty coffees, but they savour their coffee and view it as a ‘treat’.
We travelled throughout Atlantic Canada and offered free McCafé specialty coffees to real Atlantic Canadians and captured their experience.
McDonald’s restaurants in Atlantic Canada increased their McCafé coffee sales by over 150% during our campaign.
Atlantic Canadian McCafé coffee and bakery item sales remained elevated above the national average past our campaigns lifetime.
Our campaign played a vital role in contributing to a national increase in McCafé coffee sales of over 35% during the promotional period.
Caramel Cappucchino
Chocolate Mocha
Vanilla Latte

CREDITS

Agency: COSSETTE
Art Director/Designer: Greg Dubeau
Copywriter: Brad Dykema
Account Director: Maude Drouin-Halou
Account Coordinator: Sarah Densmore
Video Production: Accomplice Content Supply Company
Executive Producer: Mike Masters
Producer: Kristen Allison
Director: Charles Wahl
Director of Photography: Guy Godfree
Colour Correct: Alter Ego
Food Stylist: Noah Witenoff