Fuss-free coffee
McCafé campaign by Leo Burnett London, UK

Fuss-free coffee

UK – McDonald’s has launched a new campaign with an amusing take on hipster café culture.

Article/20902 c63 Article/20902 20f
McCafé campaign by Leo Burnett London, UK

UK – McDonald’s has launched a new campaign with an amusing take on hipster café culture.

  • By highlighting the confusion people face in hipster coffee shops, the campaign promotes the brand’s simple approach to coffee
  • The film advertises its McCafé range, and will run on tv, radio, press and social media

Created by Leo Burnett London, the video emphasises the simple McDonald’s approach to coffee in the face of overcomplicated menus, miniature cups and expensive price tags that are common in artisanal coffee shops.

‘McCafé is our challenger brand, taking the complicated, expensive and sometimes intimidating world of café culture and making coffee accessible to everyone,’ said Michelle Graham-Clare, marketing manager at McDonald’s, in a statement.

The advert represents a shift for McDonald’s, which was trying to court the same crowds a couple of years ago with its artisanal chicken sandwiches, but is now encouraging a return to simpler times. ‘Our campaign illustrates how McDonald’s is the antithesis of the complication, in a fun and relatable way,’ said Graham-Clare.

The Big Picture

By dropping artisanal language and focusing on what they can genuinely offer consumers, brands are moving past promoting their heritage to adopt Anti-authenticity Marketing.

Discover More News
Recrafting Britain’s nostalgia

News

Recrafting Britain’s nostalgia

Lost between having a deep reverence for the monarchy and being a stickler for etiquette, it suffices to say Britain can feel a little stuck in the...
Luxury : Fashion : Design
Diversity drives Britain's fashion scene

News

Diversity drives Britain's fashion scene

Post-Brexit Britain has been battling to find its new identity, but London Fashion Week showcased its greatest strength: the flourishing creativity...
Luxury : Fashion : Design
Doom dressing is still in vogue

News

Doom dressing is still in vogue

This year’s fashion week edition wasn’t all a celebration, with some designers showcasing collections with darker undertones, a theme we explored p...
Luxury : Fashion : Design
Fashion’s financial struggle

News

Fashion’s financial struggle

Due to the ominous presence of the cost-of-living crisis, several brands opted out of staging expensive runway shows.
London Fashion Week : Supriya Lele : Cost-of-Living Crisis
Discover The Future Laboratory’s latest report, New Codes of Luxury in Saudi Arabia

News

Discover The Future Laboratory’s latest report, New Codes of Luxury in Saudi Arabia

Explore The Future Laboratory and Together Group’s New Codes of Luxury in Saudi Arabia report and uncover the key trends shaping luxury locally, wi...
Luxury : Travel & Hospitality : Finance
Dyson unveils B2B only Supersonic r hair dryer

News

Dyson unveils B2B only Supersonic r hair dryer

Consumer tech specialist Dyson has introduced its latest breakthrough, the Supersonic r hair dryer, set to make its debut during the autumn/winter ...
Beauty : Technology : Design
OpenAI launches text-to-video generator Sora

News

OpenAI launches text-to-video generator Sora

OpenAI, the company behind generative AI chatbot ChatGPT and still image-generator DALL-E, has launched an AI text-to-video generator.
Technology : Advertising & Branding : Design
Stat: British Gen Z workers treat employers like bad dates

News

Stat: British Gen Z workers treat employers like bad dates

Job ghosting, a trend previously associated with dating, has now infiltrated the professional realm, with Gen Z job-seekers treating potential empl...
Workplace : Youth : Society
Designers and cultural landmarks united for Not In London collection

News

Designers and cultural landmarks united for Not In London collection

Youth culture publication Highsnobiety has unveiled ambitious plans for the global expansion of its Not In city series that aims to celebrate the u...
London Fashion Week : HighSnobiety : Fashion
MIT 4D-knit dress adapts its shape through heat activation

News

MIT 4D-knit dress adapts its shape through heat activation

Researchers from the Self-Assembly Lab at the Massachusetts Institute of Technology (MIT) and fashion brand Ministry of Supply have designed an ins...
Technology : Fashion : Sustainability
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more