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
Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

News

Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

Swedish energy company, Vattenfall has teamed up with actor Samuel L Jackson to launch Wind Farmed Seaweed Snacks, a limited-edition delicacy grown...
Visual : Sweden : Energy
Happy Head debuts DNA-based system for personalised hair growth

News

Happy Head debuts DNA-based system for personalised hair growth

Happy Head has launched StrandIQ, the world’s first dermatologist-developed hair growth system powered by genetic analysis, giving patients tailore...
Health : Wellness : Happy Head StrandIQ
Stat: Luxury consumers’ optimism is improving amid global slowdown

News

Stat: Luxury consumers’ optimism is improving amid global slowdown

Saks’ latest Luxury Pulse survey shows rising confidence among luxury shoppers, with more than half planning to maintain or increase their spending...
Stat : Statistics : Statistic
Louis Vuitton brings La Beauté to life with immersive Soho pop-up

News

Louis Vuitton brings La Beauté to life with immersive Soho pop-up

Louis Vuitton has marked the launch of its first cosmetics line with a limited-time pop-up in New York’s Soho, transforming 104 Prince Street into ...
Retail : Luxury : Beauty
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday
Stat: US adults are losing confidence in capitalism 

News

Stat: US adults are losing confidence in capitalism 

Stat : Statistic : Money
Knight Frank’s research signals the rise of wellness in luxury real estate

News

Knight Frank’s research signals the rise of wellness in luxury real estate

In The Residence Report, released in September 2025, global real estate consultancy Knight Frank explores the future of luxury residential developm...
Luxury : Real Estate : Wellness
Nike changes Just Do It to Why Do It? in new campaign

News

Nike changes Just Do It to Why Do It? in new campaign

Nike has re-imagined its iconic Just Do It slogan for today’s athletes with the launch of its latest campaign, Why Do It? 
Visual : Nike : Campaign
New Zealand’s Department of Conservation merges sustainability and local pride

News

New Zealand’s Department of Conservation merges sustainability and local pride

The Department of Conservation in New Zealand has unveiled a three-year campaign with Deloitte Digital and Deloitte’s Sustainability and Climate te...
Conservation : National Branding : New Zealand
Stat: The majority of Gen Alpha consumers buy clothes to create content

News

Stat: The majority of Gen Alpha consumers buy clothes to create content

Clothing retailer PacSun’s study of more than 6,000 Gen Z and Gen Alpha consumers in the US reveals how fashion purchases are increasingly made for...
Gen Alpha : Fashion : Retail
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN